Eun, Dahoe
(2018)
The Impact of product quality, price, and brand image on purchase decision of Toyota cars in Indonesia.
Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Toyota is multinational company and one of biggest car brands not just in Japan. but the entire world. Toyota Motor Corporation is currently active in various countries with transnational strategy including Indonesia. From when it first entered Indonesian market, the company had done an exceptional job in penetrating the Indonesian market and now it had become the market leader in Indonesia. However, The problem is that Toyota sales is decreasing and at the same time, Honda, the closest competitor of Toyota in Indonesia is increasing it's sales. Because of this the sales gap between Toyota and Honda is getting smaller, it was a sign that Honda could become a potential threat to Toyota in the future. This research was conducted with the hopes of finding out impact of Product Quality, Price, and Brand Image on people's decision to purchase Toyota cars. This research will be processed with quantitative study which using the the actual statistical data obtained from the automotive industry association of a certain country and also surveys from customers. The population of this research is the user of Toyota's car product and domiciled in Tangerang, Indonesia. Questionnaires will also be used to support the process of this research in which were distributed to people who had experience with a certain brand.
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