FAKTOR-FAKTOR PEMBENTUK PURCHASE INTENTION PRODUK OTOMOTIF "X"

Main Article Content

Christofen Michael Darren
Hetty Karunia Tunjungsari

Abstract

Produk otomotif merupakan salah satu produk yang mengalami dampak pada masa pandemi COVID-19. Penurunan produktivitas penjualan produk otomotif di Indonesia bahkan telah mendorong pemerintah untuk menetapkan kebijakan khusus terkait pajak pembelian kendaraan bermotor baru di Indonesia. Terlepas dari situasi pandemi, pada dasarnya pemasar produk otomotif tetap perlu mengetahui faktor-faktor yang mendorong pembelian produknya. Tujuan penelitian ini adalah untuk menguji faktor-faktor yang diduga membentuk purchase intention produk otomotif, meliputi brand experience, brand image, brand trust dan brand attachment. Sampel penelitian ini terdiri dari konsumen otomotif merek X yang berada di wilayah Jakarta. Terdapat sebanyak 200 responden yang berpartisipasi dalam survey online yang disebarkan melalui google form. Data yang diperoleh kemudian diolah dengan menggunakan software SMARTPLS3. Hasil penelitian menunjukkan bahwa terdapat pengaruh yang signifikan secara statistik dari brand experience, brand image, brand trust, dan brand attachment pada purchase intention produk otomotif X. Implikasi hasil penelitian secara teoretis dapat memperluas pengetahuan terkait intensi pembelian produk otomotif. Secara praktis, hasil penelitian dapat menjadi masukan bagi produsen produk otomotif dalam menyusun strategi untuk dapat meningkatkan intensi pembelian konsumen.


 


Automotive products are one of the products that have experienced an impact during the COVID-19 pandemic. The decline in sales productivity of automotive products in Indonesia has even prompted the government to establish a special policy regarding the tax on the purchase of new motor vehicles in Indonesia. Apart from the pandemic situation, basically, automotive product marketers still need to know the factors that encourage the purchase of their products. The purpose of this study is to examine the factors that are thought to shape the purchase intention of automotive products, including brand experience, brand image, brand trust and brand attachment. The sample of this study consisted of automotive consumers with the X brand in the Jakarta area. There were as many as 200 respondents who participated in an online survey distributed via google form. The data obtained was then processed using SMARTPLS3 software. The results showed that there was a statistically significant effect of brand experience, brand image, brand trust and brand attachment on purchase intentions of X automotive products. The theoretical implications of the research results can expand knowledge related to factors affecting purchase intentions of automotive products. Practically, the research results can give suggestions for automotive product manufacturers in formulating strategies to escalate consumers' purchase intentions.

Article Details

Section
Articles
Author Biographies

Christofen Michael Darren, Universitas Tarumanagara

Management Department, Faculty of Economics

Hetty Karunia Tunjungsari, Universitas Tarumanagara

 

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