THE ANALYSIS OF FACTORS INFLUENCES CUSTOMER BUYING DECISION OF TOYOTA CAR IN LIPPO CIKARANG AREA, WEST JAVA

Abstract

Toyota is the most successful car company in the world today, it‘s a worldwide brand know by everyone living in civilization. The main aim of this research is to find out why Toyota is so successful worldwide. More specifically to find out: what influences the success of Toyota and how to increase it in the near future to keep Toyota at its climax. This study was conducted in Cikarang and all of my respondents are Toyota owners who service their cars in Lippo Cikarang. The total number of respondents used in this thesis is 150 people. The researcher gave them a questionnaire in the form of a likert scale containing five different sections. Furthermore, to find the influences factors, analysis factor is using as statistical tools in this study. The empirical result shown the factors: Toyota provides a high level of vehicles and low level for cost services. Toyota gives outstanding service with a great value for money, they also have strategic promotional materials. Toyota have a very strong perception in peoples mind with a local and global advertising strategy. Toyota have many forms of creative promotion to get people interested in Toyota. Toyota show room is user friendly, with multinational advertising and it is rated highly in Indonesia. Toyota outstanding performance level is a good investment. Toyota is innovative because they have many new models coming out, with a high level of security and the last but not least Toyota all in all gives a cheap service and running price.