Analisis Pengaruh Kesadaran Merek, Asosiasi Merek, Persepsi Kualitas, Loyalitas Merek, dan Layanan Purna Jual terhadap Keputusan Pembelian Mobil Toyota (Studi Kasus Wilayah Semarang)

[Analysis of the Influence of Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty, and After-Sales Services on Toyota Car Purchasing Decision (The Study Case in Semarang)] This study was motivated by the intense competition in the automotive market in Indonesia with a Toyota which holds the greatest market share. Specifically, this study to review how Toyota does to maintain car sales in order to remain the greatest market share holder. This study aimed to examine the effect of brand awareness, brand association, perceived quality, brand loyalty, and after-sales service to the purchasing decision of Toyota cars in Semarang. Analysis techniques using multiple regression analysis. The results showed that brand awareness and after-sales service has a positive and significant impact on purchasing decisions Toyota. After-sales service can be seen as the most dominant factor in influencing purchasing decisions. Adjusted R Square = 0.316 indicates that 31.6% of variation purchasing decisions can be explained by five independent variables in the regression equation while the remaining 68.4% is explained by other variables not examined in this study