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Brand Image as Medation Effect of Experiential Marketing and Differentiation Product to the Buying Decision of Toyota Cars

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  • Hening Widi Oetomo

    (School of Economics Indonesia (STIESIA), Surabaya, Indonesia)

  • Budiyanto

    (School of Economics Indonesia (STIESIA), Surabaya, Indonesia)

Abstract

Toyota remains the best-selling car manufacturer in Indonesia. Toyota’s sales in the first four months of 2016 reached 111,363 units with a 38 percent market share. The purposes of this study is to know whether Brand Image mediates the influence of Experiental Marketing and of differentiation product on the purchase of Toyota Car at PT Astra International Tbk Auto 2000 Kertajaya, Surabaya. Toyota remains the best-selling car manufacturer in Indonesia. Toyota’s sales in the first four months of 2016 reached 111,363 units with a 38 percent market share. Population used in this study are consumers who buy cars at PT. Astra International Tbk Auto 2000 Kertajaya, located in Jl. Kertajaya Indah Timur 35 Surabaya. In this study, the samplingtechnique was accidental sampling in which 100 consumers were interviewed duringthe survey time. Then, its data was analyzed with path analysis. Multiple Regression Analysis (MRA) is used for get the parameter of path analysis. As a result, this study showed that Brand Image was a partial-intervening variable in both Experiental Marketing relationship and Differentiation Product relationship to purchase Toyota cars at PT Astra International Tbk Auto 2000. The limitation of this study is used population only one branch in Surabaya. It means, the result can’t generalize for Indonesian market.

Suggested Citation

  • Hening Widi Oetomo & Budiyanto, 2017. "Brand Image as Medation Effect of Experiential Marketing and Differentiation Product to the Buying Decision of Toyota Cars," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 3(5), pages 175-182.
    • Handle: RePEc:apa:ijbaas:2017:p:175-182
    DOI: 10.20469/ijbas.3.10003-5
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    References listed on IDEAS

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    1. Pratama Adi Nugraha & Indrawati, 2017. "The Effect of Social Media Experiential Marketing Towards Customers’ Satisfaction (A Study in Chingu Korean Fan Cafe Bandung Indonesia)," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 3(2), pages 56-63.
    2. Nila Krisnawati & Loina K Perangin-angin & Munawaroh Zainal & Imelda Suardi, 2016. "Brand equity analysis and its impact on the loyal customer of local batik to develop its competitiveness (an empirical study of batik Banten in south tangerang)," Journal of Administrative and Business Studies, Professor Dr. Usman Raja, vol. 2(4), pages 189-207.
    3. Edric Julio Kinata, 2016. "The effect of market volatility and firm size towards the difference of market reaction around stock-split announcement in indonesia stock exchange," Journal of Administrative and Business Studies, Professor Dr. Usman Raja, vol. 2(6), pages 304-314.
    4. Aryo Bayu Wibisono & Aditya Rahman Yani & Aminatul Muhlisyah, 2016. "Developing the "Classic" Image Branding of Madura Batik Center as an Effort to Face AEC (ASEAN Economic Community) 2016," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 2(6), pages 174-178.
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    Cited by:

    1. Hidayat Asep Tarman & Soeaidy Mohammad Soleh & Arisman Ari & Taufiq Adhitya Rahmat, 2019. "Leveraging Brand Equity by Applying Brand Communication and Forming City Branding Based on Unique Selling Proposition (A Case of Crafts City)," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 5(2), pages 74-83.
    2. Nunu Lugina & Dedi Rudiana & Asep Budiman & Adhitya Rahmat Taufiq, 2019. "The Role of Awareness in Creating Cultural Brand Through Identity (Case of Indonesian Batik)," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 5(3), pages 119-130.
    3. Sarun Amatyakul & Kawpong Polyorat, 2017. "The Traits of City Personality: A Qualitative Study," International Journal of Business and Economic Affairs (IJBEA), Sana N. Maswadeh, vol. 2(6), pages 356-365.

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