THE INFLUENCE OF ADVERTISING AND PERCEIVED VALUE ON TRUCK PURCHASE DECISION AT PT ASTRA INTERNATIONAL TBK ISUZU MALALAYANG

Abstract

This quantitative research examines how advertising and perceived value influence truck purchasing decisions among PT Astra International Tbk Isuzu Malalayang customers. Data analysis was carried out using multiple linear regression on SPSS, with additional tests of validity, reliability, and classical assumptions (normality, multicollinearity, heteroscedasticity), The variables were measured using a 7-point Likert scale. The results in this study are that Advertising has no significant effect on purchasing decisions. Perceived Value has a significant effect on Purchasse Decisions. Advertising and Perceived Value have a simultaneous effect on Purchase Decisions. This research provide valuable insights for PT Astra International TBK Isuzu Malalayang marketing strategy, suggesting the need for more targeted digital advertising campaigns and stronger emphasis on value proposition communication, particularly focusing on long-term ownership economics. The research contributes to marketing literature by validating the hierarchy of effects model in Indonesia's commercial vehicle sector and proposing an enhanced framework for assessing perceived value in B2B automotive purchases.