Published: 2025-10-01

Pengaruh Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian Kendaraan Hybrid Toyota di Era Transisi Energi Ramah Lingkungan : Studi Kasus pada Konsumen di Kota Karawang

DOI: 10.35870/jemsi.v11i5.4491

Fatkhan Fahmi Huda, Fajar Ramadhan
  • Fatkhan Fahmi Huda: Universitas Singaperbangsa Karawang
  • Fajar Ramadhan: Universitas Singaperbangsa Karawang

Abstract

This study aims to determine the influence of brand image and product quality on purchasing decisions of Toyota hybrid vehicles in Karawang City during the transition to environmentally friendly energy. The research employed a quantitative method with a survey approach involving 85 respondents, and the data were analyzed using multiple linear regression with SPSS version 26. The sampling technique used was purposive sampling. The results indicate that both brand image and product quality have a positive and significant effect on purchasing decisions. These findings highlight the importance of strengthening brand image and improving product quality to attract consumers to hybrid vehicles.

Keywords

Brand Image ; Product Quality ; Purchasing Decision

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Huda, F. F., & Ramadhan, F. (2025). Pengaruh Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian Kendaraan Hybrid Toyota di Era Transisi Energi Ramah Lingkungan : Studi Kasus pada Konsumen di Kota Karawang. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 11(5), 3001-3011. https://doi.org/10.35870/jemsi.v11i5.4491
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This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 11 No. 5 (2025)

  • Section: Articles

  • Published: October 1, 2025

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Author Biographies
Fatkhan Fahmi Huda
Google Scholar ResearchGate ORCID

Fakultas Ekonomi dan Bisnis, Universitas Singaperbangsa Karawang.

Fajar Ramadhan
Google Scholar ResearchGate ORCID

Fakultas Ekonomi dan Bisnis, Universitas Singaperbangsa Karawang.

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