PENGARUH HARGA DAN EKUITAS MEREK TERHADAP PROSES KEPUTUSAN PEMBELIAN TOYOTA AVANZA TIPE 1.3E DAN 1.3G DI KOTA PALEMBANG

Toyota Avanza is the best low-priced MPV car that has the design, specification, and features almost the same as Daihatsu Xenia. Both of this cars are manufactured by Astra Daihatsu motor along with different brands and prices. By the difference in price and brand, it will also affect the sales of both cars. This study aims to explain the effect of price and brand equity on the purchasing decision process of Toyota Avanza in Palembang city. Variable Brand equity consists of several dimensions including Brand awareness, brand association, quality impression, and brand loyalty. The study used data collection method by disseminating questionnaire With 100 respondents. The results of this study indicate that the price and brand equity have a significance level smaller than 0.05 so it can be stated that there is influence of price and brand equity on the buying decision process of Toyota Avanza in Palembang city. Keywords: Price, Brand Equity, Brand Awareness, Brand Association, Quality Impression, Brand Loyalty, and Purchasing Decision Process