Pengaruh Kepercayaan Merk Global Dan Kualitas Produk Terhadap Keputusan Pembelian Mobil Toyota Avanza Di PT. Astra Internasional, Tbk Toyota Auto 2000 Karawang Periode 2023
Abstract
This research aims to examine the influence of global brand trust and product quality on consumer
purchasing decisions for Toyota Avanza vehicles at PT Astra International, Tbk – Toyota Auto 2000
Karawang during the 2023 period. The study is motivated by the enduring dominance of the Toyota
Avanza as a family car in Indonesia, amid intensifying competition in the automotive industry and
shifting consumer preferences. The research applies a quantitative approach, utilizing a survey method
with structured questionnaires distributed to 100 respondents who are customers of Toyota Auto 2000
Karawang. The independent variables under study are global brand trust and product quality, while the
dependent variable is purchasing decision. Data were analyzed using validity and reliability tests,
classical assumption tests, multiple linear regression analysis, as well as t-tests and F-tests. The
findings reveal that: (1) global brand trust has a positive and significant effect on purchasing decisions;
(2) product quality has a positive and significant effect on purchasing decisions; and (3) global brand
trust and product quality simultaneously exert a significant influence on purchasing decisions for Toyota
Avanza vehicles. These results underscore that consumers’ decisions are shaped not only by functional
product attributes but also by brand image and trust in a global brand. From an academic standpoint,
this study enriches consumer behavior literature in the automotive sector. From a practical perspective,
the results provide valuable insights for PT Astra International, Tbk – Toyota Auto 2000 Karawang in
formulating marketing strategies, enhancing service quality, and maintaining brand reputation to
strengthen consumer purchasing decisions.
Keywords: Global Brand Trust, Product Quality, Purchase Decision, Toyota Avanza, Auto 2000
Karawang
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