PENGARUH KUALITAS PRODUK, CITRA MEREK DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN TOYOTA AVANZA DI PALEMBANG

This study aims to determine the effect of product quality, brand image, and quality of service to the purchase decision of Toyota Avanza car. This research was conducted in Palembang city. The data obtained is data sourced from the primary data through the distribution of 96 questionnaires to the people who will buy a Toyota Avanza car and who previously had used the Toyota Avanza car that was in the exhibition held at PIM and PI. Hypothesis testing using multiple regression analysis method. The test results indicate that Hypothesis 1 is accepted which means that there is influence of product quality (X1) to the buying decision of Toyota Avanza car in Palembang. Hypothesis 2 is accepted which means the influence of Brand Image (X2) to the buying decision of Toyota Avanza car in Palembang. Hypothesis 3 accepted which means the influence of service quality (X3) to the decision of the purchase of Toyota Avanza car in Palembang Keywords: Product Quality, Brand Image, Service Quality, Purchase Decision