PENGARUH BRAND IMAGE, BRAND TRUST, DAN PERCEIVED RISK TERHADAP PURCHASE DECISION MOBIL TOYOTA

Abstract

Purchase decisions in the automotive industry involve a complex evaluation process because motor vehicles are categorized as high-involvement products with substantial financial and functional implications. Consumers do not rely solely on functional attributes but also assess brand-related perceptions, including brand image, brand trust, and perceived risk, before making a purchase decision. This study aims to analyze the influence of brand image, brand trust, and perceived risk on the purchase decision of Toyota automobiles using a consumer behavior perspective. The research adopts a quantitative approach with a survey method. Data were collected from Toyota consumers selected through purposive sampling by distributing structured questionnaires measured using a five-point Likert scale. The collected data were analyzed using SPSS through validity and reliability tests, followed by multiple linear regression analysis to examine the effect of each independent variable on the dependent variable. The results indicate that brand image has a positive and significant effect on purchase decision, suggesting that a strong and favorable brand image enhances consumers’ confidence in choosing Toyota. In addition, brand trust is found to have a positive and significant influence on purchase decision, highlighting the importance of consumers’ trust in the brand’s reliability, honesty, and safety. Conversely, perceived risk shows a negative and significant effect on purchase decision, implying that higher perceived financial, performance, and psychological risks tend to reduce consumers’ willingness to purchase Toyota vehicles. These findings reinforce consumer behavior theory, which emphasizes the critical role of brand perception and risk evaluation in purchasing decisions for high-involvement products. In conclusion, strengthening brand image and brand trust while effectively managing perceived risk is essential for automotive companies to enhance consumers’ purchase decisions.