KEPUTUSAN PEMBELIAN KONSUMEN SEPEDA MOTOR LISTRIK DI DKI JAKARTA: ANALISIS FAKTOR FAKTOR YANG MEMPENGARUHI CUSTOMER SATISFACTION

FAJRI HAMZAH HARAHAP, . (2025) KEPUTUSAN PEMBELIAN KONSUMEN SEPEDA MOTOR LISTRIK DI DKI JAKARTA: ANALISIS FAKTOR FAKTOR YANG MEMPENGARUHI CUSTOMER SATISFACTION. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi kepuasan konsumen produk sepeda motor listrik di wilayah DKI Jakarta. Fokus utama penelitian adalah mengkaji hubungan antar price perception, service quality, product quality, dan purchase decision terhadap customer satisfaction. Penelitian ini menggunakan pendekatan kuantitatif, dengan pengumpulan data melalui kuesioner yang berisi pertanyaan tertutup dengan skala penilaian. Populasi dalam penelitian ini adalah individu berusia 18–60 tahun yang sudah pernah membeli produk sepeda motor listrik minimal 1 kali yang berada di DKI Jakarta. Teknik pengambilan sampel menggunakan metode non-probability sampling, dengan total responden sebanyak 260 orang. Analisis data dilakukan dengan metode Structural Equation Modeling (SEM) menggunakan perangkat lunak AMOS dan SPSS 25. Penelitian ini mempunyai tujuan untuk membuktikan hipotesis yang dirancang mengenai adanya pengaruh variabel independen terhadap variabel dependen yaitu customer satisfaction. Temuan penelitian ini diharapkan dapat memberikan wawasan mengenai pengaruh masing-masing variabel terhadap kepuasan konsumen produk sepeda motor listrik dan dapat menjadi wawasan baru untuk industri produk sepeda motor listrik di Indonesia. Kata Kunci: price perception, service quality, product quality, purchase decision, customer satisfaction, produk sepeda motor listrik. ***** This study aims to analyze the factors that influence consumer satisfaction of electric motorcycle products in the city of DKI Jakarta area. The main focus of the study is to examine the relationship between price perception, service quality, product quality, and purchase decision on customer satisfaction. This study uses a quantitative approach, with data collection through a questionnaire containing closed questions with a rating scale. The population in this study were individuals aged 18–60 years who had purchased an electric motorcycle product at least once in the city of DKI Jakarta. The sampling technique used the non-probability sampling method, with a total of 260 respondents. Data analysis was carried out using the Structural Equation Modeling (SEM) method using AMOS and SPSS 25 software. This study aims to prove the hypothesis designed regarding the influence of independent variables on the dependent variable, namely customer satisfaction. The findings of this study are expected to provide insight into the influence of each variable on consumer satisfaction of electric motorcycle products and can be a new insight for the electric motorcycle product industry in Indonesia. Keyword: price perception, service quality, product quality, purchase decision, customer satisfaction, electric motorbike products.

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:	Fajri Hamzah Harahap .
Date Deposited:	13 Aug 2025 08:22
Last Modified:	13 Aug 2025 08:22
URI:	http://repository.unj.ac.id/id/eprint/60222

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