ANALISIS PENGARUH BRAND IMAGE, PRICE PERCEPTION, DAN PERCEIVED VALUE TERHADAP KEPUTUSAN PEMBELIAN DAN KEPUASAAN PELANGGAN MOTOR LISTRIK DI DKI JAKARTA

ABIMANYU PRATAMA ARIFIANTO, . (2025) ANALISIS PENGARUH BRAND IMAGE, PRICE PERCEPTION, DAN PERCEIVED VALUE TERHADAP KEPUTUSAN PEMBELIAN DAN KEPUASAAN PELANGGAN MOTOR LISTRIK DI DKI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh brand image, price perception, dan perceived value terhadap keputusan pembelian dan kepuasan pelanggan motor listrik di DKI Jakarta. Latar belakang penelitian ini didasari oleh meningkatnya polusi udara yang sebagian besar bersumber dari emisi kendaraan bermotor berbahan bakar fosil. Motor listrik muncul sebagai solusi transportasi yang lebih ramah lingkungan sekaligus efisien. Penelitian ini menggunakan metode kuantitatif dengan penyebaran kuesioner kepada pengguna motor listrik Smoot di wilayah DKI Jakarta. Data yang diperoleh dianalisis menggunakan Structural Equation Modeling (SEM) dengan bantuan software AMOS untuk menguji hubungan antar variabel. Hasil penelitian menunjukkan bahwa brand image berpengaruh positif dan signifikan terhadap keputusan pembelian dan kepuasan pelanggan. Price perception juga terbukti berpengaruh signifikan terhadap keputusan pembelian maupun kepuasan pelanggan. Selain itu, perceived value memiliki pengaruh yang kuat dalam meningkatkan keputusan pembelian dan kepuasan pelanggan. Temuan ini diharapkan dapat menjadi masukan berharga bagi produsen motor listrik dalam merumuskan strategi pemasaran yang tepat, serta bagi pemerintah dalam mendukung kebijakan percepatan adopsi kendaraan ramah lingkungan. Penelitian ini juga diharapkan dapat memperkaya kajian akademis di bidang pemasaran otomotif berkelanjutan. Kata Kunci: brand image, price perception, perceived value, keputusan pembelian, kepuasan pelanggan, motor listrik. ***** This research aims to analyze the influence of brand image, price perception, and perceived value on purchase decision and customer satisfaction for electric motorcycles in Jakarta. The background of this study is based on the increasing air pollution in urban areas, most of which is caused by emissions from fossil-fueled vehicles. Electric motorcycles have emerged as an environmentally friendly and efficient alternative mode of transportation. This study applies a quantitative approach by distributing questionnaires to users of Smoot electric motorcycles in Jakarta. The collected data were analyzed using Structural Equation Modeling (SEM) with the assistance of AMOS software to test the relationships among variables. The results indicate that brand image has a positive and significant effect on both purchase decision and customer satisfaction. Price perception is also proven to significantly influence purchase decision and customer satisfaction. Furthermore, perceived value plays an important role in enhancing purchase decisions and customer satisfaction levels. These findings are expected to provide practical insights for electric motorcycle manufacturers to design more effective marketing strategies and serve as a reference for policymakers to accelerate the adoption of environmentally friendly vehicles. This study also contributes to the academic literature on sustainable automotive marketing and consumer behavior. Keywords: brand image, price perception, perceived value, purchase decision, customer satisfaction, electric motorcycle.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D ; 2). Nofriska Krissanya, S.E., M.B.A
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Abimanyu Pratama Arifianto .
Date Deposited:	12 Aug 2025 05:57
Last Modified:	12 Aug 2025 05:57
URI:	http://repository.unj.ac.id/id/eprint/60048

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