ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN FORKLIFT MERK TOYOTA (Studi pada Pengguna Forklift Merk Toyota di Jakarta)
Abstract: This research is
aimed to analyze the influence of brand image, price perception, product
quality, promotion and Customer relationship management to Toyota brand
forklift purchase decision. This study used multiple linear regression analysis
with SPSS program. The population used is the customer who had bought Forklift
products in PT. Traktor Nusantara. While the sample used as many as 100 people
with sample selection techniques non-probability sampling using accidental
sampling. The results showed that there is a positive and significant
relationship between brand image of the purchase decision, There is a positive
and significant relationship between price perceptions of purchasing decisions,
There is a positive and significant relationship between product quality to
purchase decision, There is a positive and significant relationship between
Promotion of purchasing decisions, There is a positive and significant
relationship between Customer relationship management to purchase decisions
Keywords: Brand Image, Price Perception,
Product Quality, Promotion, Customer Relationship Management, Purchasing
Decision
Penulis: Kevin Carollan
Affandi, Sri Rahayu Tri Astuti
Kode Jurnal: jpmanajemendd170951
