IDEAS home Printed from https://ideas.repec.org/a/apa/ijbaas/2017p175-182.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: https://kkgpublications.com/business-v3-i5-article-3/
    Download Restriction: no
    File URL: https://kkgpublications.com/wp-content/uploads/2018/09/IJBAS.3.10003.5.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.20469/ijbas.3.10003-5?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    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.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. 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.
    2. 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.
    3. 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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sarun Amatyakul & Kawpong Polyorat, 2018. "The application of brand personality concept to the city context in Thailand," Journal of Administrative and Business Studies, Professor Dr. Usman Raja, vol. 4(2), pages 54-64.
    2. Huang-Chen Lu & Ming-Chyuan Ho, 2017. "A Study on Designing the Identity of a Product," Journal of ICT, Design, Engineering and Technological Science, Juhriyansyah Dalle, vol. 1(2), pages 48-55.
    3. Hinlayagan Kymwell Recamadas, 2018. "A path analysis of customer loyalty of homegrown coffee shops in Davao region," Journal of Administrative and Business Studies, Professor Dr. Usman Raja, vol. 4(4), pages 185-195.
    4. Mittheera Leelayudthyothin & Amon Boontore, 2019. "Residential versus organizational preferences toward logo of property developer in Thailand," Journal of Administrative and Business Studies, Professor Dr. Usman Raja, vol. 5(3), pages 153-160.
    5. 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.
    6. Ruiwen Yang & Pathairat Pastpipatkul & Chaiwat Nimanussornkul, 2020. "Dynamic Volatility Spillover Among Chinese Black Series Futures Under Structural Breaks," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 6(5), pages 236-246.
    7. Noraida Haji Ali & Suriyani Muhamad & Masita Masila Abdul Jalil & Mustafa Man, 2018. "Empowering Rural Women Entrepreneurs Through Social Innovation Model," International Journal of Business and Economic Affairs (IJBEA), Sana N. Maswadeh, vol. 3(6), pages 253-259.
    8. Fadhila Nur Kartika, 2019. "The Effects of Perceived Scarcity and Anticipated Emotions on Purchase Intention (A Study on Social Commerce)," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 5(1), pages 09-17.
    9. Merve Önegi & Zeliha Eser & Sezer Korkmaz, 2019. "Consumers’ Evaluation of Glocal Marketing Strategies of Global Firms in Turkey: An Example of a Glocal Product," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 5(3), pages 109-118.
    10. Kurnia Khafidhatur Rafiah & Maya Ariyanti, 2017. "Role of Transactional Quality and Relational Quality to CustomerE-Loyalty in Marketplace C2C in Indonesia," International Journal of Business and Economic Affairs (IJBEA), Sana N. Maswadeh, vol. 2(2), pages 16-126.
    11. Kuo-Pin Li* & Shieh-Liang Chen & Wen-Hong Chiu & Wen-Cheng Lu, 2019. "Strategies of Reduce Customer’s No-show Probability at Restaurants," The Journal of Social Sciences Research, Academic Research Publishing Group, vol. 5(1), pages 145-152, 01-2019.
    12. Vietha Devia SS, 2019. "Analysis of Crude Oil Price and Exchange Rate Volatility on Macroeconomic Variables (Case Study of Indonesia as Emerging Economic Country)," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 5(5), pages 257-271.
    13. Jayson E. Lannu & Mary Florence L. Nobleza, 2017. "The Impact of Competitiveness on the Employability of Philippines Industrial Designers: Streamlining the Program with the International Market," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 3(1), pages 30-36.
    14. Sanaa Maswadeh, 2017. "The relative importance of quality costs in Jordanian pharmaceutical manufacturing sector and their deficiencies," Journal of Administrative and Business Studies, Professor Dr. Usman Raja, vol. 3(1), pages 10-20.
    15. Pawel Luczak, 2018. "Social Media as a Tool for the Development of Young Employees," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 4(1), pages 31-36.
    16. Hongwei Jiang & Chrystal Zhang & Gan Xiao & He Ren & Xi Chen, 2017. "An investigation of in flight service quality of Chinese carriers in Australia-China market," Journal of Administrative and Business Studies, Professor Dr. Usman Raja, vol. 3(2), pages 77-89.
    17. Alexandra Albon & Patricia Kraft & Carsten Rennhak, 2018. "A structural model of millennial tourist behavior towards tourism in Davao Region," Journal of Advances in Humanities and Social Sciences, Dr. Yi-Hsing Hsieh, vol. 4(1), pages 37-50.
    18. Samawan Thanasripanitchai, 2017. "Daily Activities Management Information System of Koglam-SangaramVillage: The Self-Sufficiency Economy Village Model ofPid-Thong-Lang-Pha Project," International Journal of Business and Economic Affairs (IJBEA), Sana N. Maswadeh, vol. 2(1), pages 59-66.
    19. Anca Madar, 2018. "How Do European Cafe Chains Managers Handle Competition?," International Journal of Business and Economic Affairs (IJBEA), Sana N. Maswadeh, vol. 3(4), pages 178-184.
    20. Katarina Apriliani & Herry Hudrasyah, 2018. "The E ect of Conventional Customer Habit: Touch, Sight, Smell onOnline Written Batik Fabric," International Journal of Business and Economic Affairs (IJBEA), Sana N. Maswadeh, vol. 3(5), pages 195-206.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:apa:ijbaas:2017:p:175-182. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Professor Dr. Bahaudin G. Mujtaba (email available below). General contact details of provider: https://kkgpublications.com/business/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.