Proceedings of the Sixth Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2020)

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Influence of Product, Price and Promotion on Purchase Decision of Toyota Agya Car with Brand Image as Intervening Variables in Padang City

Authors
Ragiev Zubarjan, Idris
Corresponding Author
Ragiev Zubarjan
Available Online 17 June 2021.
DOI
10.2991/aebmr.k.210616.100How to use a DOI?
Keywords
Product, Price, Promotion, Purchase decision, Brand image, Purchase decision
Abstract

This study aims to determine the effect of products, prices and promotions on purchasing decisions for Toyota Agya cars with brand image as an intervening variable in the city of Padang. This study used a survey approach using a questionnaire to collect data from Toyota Agya car users in Padang City. The data analysis technique used the PLS-SEM approach. The findings show that product, price and promotion have a positive and significant effect on purchasing decisions. Products, prices and promotions have apositive and significant effect on brand image. Brand image has a positive and significant effect on brand image. Has a positive and Significant impact. Price on purchasing decisions through brand image has a positive and significant effect and promotion on purchasing decisions through brand image has a positive and significant effect.

Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the Sixth Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2020)
Series
Advances in Economics, Business and Management Research
Publication Date
17 June 2021
ISBN
10.2991/aebmr.k.210616.100
ISSN
2352-5428
DOI
10.2991/aebmr.k.210616.100How to use a DOI?
Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

risenwbib
TY  - CONF
AU  - Ragiev Zubarjan
AU  - Idris
PY  - 2021
DA  - 2021/06/17
TI  - Influence of Product, Price and Promotion on Purchase Decision of Toyota Agya Car with Brand Image as Intervening Variables in Padang City
BT  - Proceedings of the Sixth Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2020)
PB  - Atlantis Press
SP  - 652
EP  - 656
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210616.100
DO  - 10.2991/aebmr.k.210616.100
ID  - Zubarjan2021
ER  -