Improving Purchase Decision Performance by Examining Brand Awareness, Association, Loyalty and Quality Perception using Multiple Regression Method: A Case Study of Truck Purchasing in PT AIIS

Abstract

Sales data and market share of a truck product called ILT in PT AIIS continues to decline during period 2014-2016. Based on these findings, this research aims to improve purchasing decision performance of the truck by examining brand awareness, association, loyalty, and perceived quality. The analysis is performed by multiple regression technique. Research results show that the brand awareness is the dominant factor and along with perceived quality variables, both influence the purchasing decision of ILT. Adjusted R Square value of 0.521 indicates 52.1% of the purchase decision variation can be accepted by four independent variables in the regression equation, while 47.9% discussed by other variables that are not discussed in this study.