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

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.