The Effect of Product Quality, Product Price, and Brand Image on the Interest in Purchasing a Car at Toyota Auto2000 Cirebon

Panca Nugraha; Ramlah Puji Astuti; Soesanty Maulany

doi:10.29138/ijebd.v9i1.3574

Panca Nugraha Faculty of Economics and Business, University of Swadaya Gunung Jati, Cirebon, West Java
Ramlah Puji Astuti Faculty of Economics and Business, University of Swadaya Gunung Jati, Cirebon, West Java
Soesanty Maulany Faculty of Economics and Business, University of Swadaya Gunung Jati, Cirebon, West Java

DOI: https://doi.org/10.29138/ijebd.v9i1.3574

Keywords: Product Quality, Product Price, Brand Image, Purchase Interest

Abstract

Purpose: This study aims to analyze the effect of product quality, product price, and brand image on consumers' interest in purchasing cars at Toyota Auto2000 Cirebon.

Design/methodology/approach: The study used an associative quantitative approach with an explanatory research design. Data were collected through a Likert scale questionnaire administered to 100 respondents using simple random sampling. Analysis was performed using multiple linear regression through SPSS, including validity, reliability, classical assumptions, t-test, and F-test.

Findings: The results show that product quality, product price, and brand image have a positive and significant effect on purchase intention, both partially and simultaneously.

Research limitations/implications: The study was limited to one dealer and a specific period of time, so generalizations are still limited.

Practical implications: The results of this study can be used as a basis for formulating marketing strategies to increase consumer purchase intention.

Originality/value: This study integrates product quality, price, and brand image into a single empirical model in the context of local automotive dealers.

Paper type: Research paper