PENGARUH KESADARAN MEREK, MOTIVASI, PERSEPSI DAN SIKAP TERHADAP KEPUTUSAN KONSUMEN MEMBELI MOBIL MEREK TOYOTA AVANZA DI KOTA PADANG

Abstract

The purpose of this research is to determine the effect of Brand Awarness, motivation,
perception and response toward comsumer’s decision in purchasing the Brand of Toyota
Avanza in Padang. There were 110 respondents of car’s owners in Padang with Toyota
Avanza as the Car’s Brand. The samples were carried out by using pursposive sampling
method and primary data. In this research, the researcher used two category of variables. The
first one was independent variable which consists of brand awarness, motivation, perception,
and response. The second one was dependent variable which consists of purchasing decision.
The data was analyzed by using double regression linear model and t- statistical examiner.
Based on the test result, it was found that motivation had significantly effected toward the
consumer’s decision in purchasing the Brand of Toyota Avanza. The test result also showed
that brand awarness perception and response didn’t effect consumer’s decision in purchasing
the Brand of Toyota Avanza in Padang.
Key words: brand awarness, motivation, perception, response and Purchasing Decision