Pengaruh Kesadaran Merek dan Ekuitas Merek terhadap Minat Beli Mobil Toyota di Jakarta

Samsudin, Kornelius Rehedi (2025) Pengaruh Kesadaran Merek dan Ekuitas Merek terhadap Minat Beli Mobil Toyota di Jakarta. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This study aims to determine the effect of brand awareness and brand equity on public purchasing interest in Toyota cars in Jakarta. Toyota is a leading automotive brand in Indonesia with a significant market share, but faces stiff competition from other brands. This study uses a quantitative method with a causal descriptive approach, where primary data is collected through a questionnaire to 60 respondents who use Toyota cars in the South Jakarta area. The independent variables in this study are brand awareness (X1) and brand equity (X2), while the dependent variable is public purchasing interest (Y) using Saturated Sampling as the result of multiple linear regression analysis shows that partially and simultaneously, brand awareness and brand equity have a significant influence on public purchasing interest, with a significance value of < 0.05 for each. However, the mean for each indicator shows that consumers are familiar with the Toyota brand and have a positive experience with the product. Validity and reliability tests show that all research instruments are valid and reliable. This study concludes that other factors outside of brand awareness and equity may have a greater influence on consumer purchasing interest, so that it can be a concern in further research. For sample collection using Sampling Technique.

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