The effect of brand image, consumer perception and service quality towards purchase intention on Toyota Kijang Innova in Surabaya

The purpose of this research is conducted to examine the effects of brand image, consumer perception, and service quality towards purchase intention on Toyota kijang Innova in Surabaya. The sample in this research are 100 respondents which consists of teenagers and adults at age between 20-40. The respondents can be the ones who intend to purchase a car, or the kijang Innova user itself. Sampling technique in this research use a non-probability sampling where the samples does not have known probability of being selected as in convenience or voluntary response surveys and the data collected method used is direct surveys to the respondents through the distribution of questionnaires. The data analysis technique use in this research is multiple linear regression analysis which is the result shows that brand image, consumer perception, and service quality have positive effects towards purchase intention on Toyota kijang Innova in Surabaya. The result implies that Toyota kijang Innova should pay more attention to their brand image, consumer perception, and their service quality because these factors very influence the purchase intention on Toyota kijang Innovs in Surabay