THE ROLE OF BRAND AND PRICE IN INFLUENCING CONSUMER PURCHASING DECISIONS: A STUDY OF DAIHATSU CARS

Abstract

This study aims to analyze the influence of brand and price on the decision to purchase a Daihatsu car at PT. Tri Mandiri Sejati in Kotawaringin Timur. The decision to purchase is an important factor that is influenced by various variables, one of which is consumer perception of the brand and price of the product being offered. Brand is considered an important factor in shaping the image of a product in the eyes of consumers, while price plays a role in determining consumer purchasing power. This study employs a quantitative method using a survey approach targeting 150 respondents who are potential buyers of Daihatsu cars at PT. Tri Mandiri Sejati. The data collected were analyzed using multiple regression analysis to test the influence of each independent variable (brand and price) on the dependent variable (purchase decision). The results of the study indicate that brand and price simultaneously have a significant influence on the decision to purchase a Daihatsu car, with brand having a greater influence than price. These findings provide insights for PT. Tri Mandiri Sejati to strengthen its branding and pricing strategies in order to increase sales of Daihatsu.