The Influence of Product Quality, Price Fairness, Brand Image, and Customer Value on Purchase Decision of Toyota Agya Consumers: A Study of Low Cost Green Car


  • Freddy Pandapotan Simbolon Bina Nusantara University
  • Elvira Rossi Handayani Bina Nusantara University
  • Menik Nugraedy Bina Nusantara University



product quality, price fairness, brand image, customer value, purchase decision, Low Cost Green Car (LCGC)


The research aimed to investigate the influence of product quality, price fairness, brand image, and customer
value on purchase decision in the Low Cost Green Car (LCGC). The research applied a quantitative method
with survey design. It was conducted in Auto2000 Jakarta with a sample of 100 Toyota Agya owners using an
accidental sampling technique. Data analysis for hypothesis test used path analysis calculated with SPSS software.
The research findings indicate that product quality, brand image, and customer value significantly influence the
purchase decision of Toyota Agya consumers. Meanwhile, price fairness has no effect on the purchase decision.
The results also show that product quality, price fairness, and brand image affect customer value. Based on these
findings, in developing LCGC, manufacturers must pay attention to product quality, build brand reputation, and
create more value for consumers.


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Author Biographies

Freddy Pandapotan Simbolon, Bina Nusantara University

Management Department, BINUS Business School Undergraduate Program

Elvira Rossi Handayani, Bina Nusantara University

Management Department, BINUS Business School Undergraduate Program

Menik Nugraedy, Bina Nusantara University

Management Department, BINUS Business School Undergraduate Program


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