Pengaruh Citra Merek, Harga, dan Kualitas terhadap Minat Beli Sepeda Motor Elektrik Selis di Jakarta
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh citra merek dan harga terhadap individu yang memiliki minat beli sepeda motor listrik di Jakarta. Mengingat peningkatan penggunaan kendaraan listrik sebagai alternatif ramah lingkungan di Indonesia, memahami faktor-faktor yang mempengaruhi minat beli menjadi penting. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling dan analisis regresi untuk mengumpulkan dan menganalisis data 191 responden. Hasil penelitian menunjukkan bahwa citra merek dan harga memiliki pengaruh signifikan terhadap minat beli sepeda motor listrik. Temuan ini diharapkan dapat memberikan kontribusi bagi pengembangan strategi pemasaran yang efektif dalam meningkatkan adopsi kendaraan listrik di Indonesia.
This study aims to analyze the influence of brand image, price, and quality on individuals’ purchase intention toward electric motorcycles in Jakarta. Considering the increasing adoption of electric vehicles as an environmentally friendly alternative in Indonesia, understanding the factors influencing purchase intention is crucial. This research employs a quantitative approach using purposive sampling and regression analysis to collect and analyze data from 191 respondents. The results reveal that brand image and price significantly influence the purchase intention of electric motorcycles. These findings are expected to contribute to the development of effective marketing strategies to promote the adoption of electric vehicles in Indonesia.
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