PERAN E-WOM, PRODUCT QUALITY DAN BRAND AWARENESS TERHADAP BRAND IMAGE DALAM MEMBENTUK PURCHASE DECISION PRODUK HELM

HAFIDZ AKHSANU PRIHANDANI, . (2026) PERAN E-WOM, PRODUCT QUALITY DAN BRAND AWARENESS TERHADAP BRAND IMAGE DALAM MEMBENTUK PURCHASE DECISION PRODUK HELM. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Perkembangan industri otomotif yang dinamis menuntut produsen perlengkapan berkendara untuk terus adaptif dalam memahami pergeseran perilaku konsumen melek digital. Penelitian ini bertujuan untuk menguji dan menganalisis peran E-WOM, product quality, dan brand awareness terhadap brand image dalam membentuk purchase decision pada produk helm KYT di kalangan konsumen Generasi Z di wilayah Provinsi DKI Jakarta. Landasan teoretis penelitian ini mengintegrasikan Consumer Behavior Models dan pendekatan Subjective Norm dari Theory of Planned Behavior. Penelitian ini dilatarbelakangi oleh adanya fenomena penurunan persentase Top Brand Index helm KYT dalam beberapa tahun terakhir di tengah ketatnya fragmentasi pasar otomotif nasional. Desain penelitian menggunakan pendekatan kuantitatif dengan metode survei melalui kuesioner daring. Unit analisis dalam penelitian ini adalah individu konsumen muda, dengan teknik pengambilan sampel berupa non-probability purposive sampling terhadap 269 responden. Teknik analisis data dikerjakan menggunakan pendekatan CB-SEM melalui perangkat lunak SPSS AMOS. Hasil analisis model pengukuran (fitted model) dan model struktural menunjukkan bahwa seluruh hipotesis yang diajukan dinyatakan diterima dengan arah hubungan positif dan signifikan. Aktivitas E-WOM, kualitas fisik produk (product quality), dan kesadaran merek (brand awareness) terbukti berkontribusi nyata dalam memperkuat citra produk di benak publik serta menggerakkan keputusan pembelian. Lebih lanjut, variabel brand image ditemukan bertindak sebagai determinan emosional yang paling dominan secara langsung dalam memantapkan keputusan pembelian produk helm KYT. Rekomendasi praktis bagi manajemen perusahaan adalah memprioritaskan penguatan identitas merek modern secara konsisten melalui media digital, serta menopangnya dengan peningkatan standardisasi durabilitas fisik produk guna mempertahankan dominasi pasar. ***** The dynamic development of the automotive industry requires manufacturers of riding gear to remain adaptable in understanding shifts in the behavior of digitally savvy consumers. This study aims to examine and analyze the role of E-WOM, product quality, and brand awareness on brand image in shaping purchase decisions regarding KYT helmets among Generation Z consumers in the DKI Jakarta Province. The theoretical framework of this study integrates Consumer Behavior Models and the Subjective Norm approach from the Theory of Planned Behavior. This study was motivated by the phenomenon of a decline in KYT helmets’ Top Brand Index ranking over the past few years amid intense fragmentation in the national automotive market. The research design employed a quantitative approach using an online questionnaire survey. The unit of analysis in this study is young individual consumers, with a non-probability purposive sampling technique applied to 269 respondents. Data analysis was conducted using the CB-SEM approach via SPSS AMOS software. The results of the measurement model (fitted model) and structural model analyses indicate that all proposed hypotheses were accepted, showing positive and significant relationships. E-WOM activity, product quality, and brand awareness were found to make a significant contribution to strengthening the product’s image in the public’s mind and driving purchase decisions. Furthermore, the brand image variable was found to act as the most dominant direct emotional determinant in solidifying the decision to purchase KYT helmets. A practical recommendation for company management is to prioritize consistently strengthening a modern brand identity through digital media, while supporting this effort by improving the standardization of product durability to maintain market dominance.

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:	Hafidz Akhsanu Prihandani .
Date Deposited:	12 Aug 2026 03:34
Last Modified:	12 Aug 2026 03:34
URI:	http://repository.unj.ac.id/id/eprint/69889

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