PENGARUH PROMOTION, PERCEIVED QUALITY DAN PRICE FAIRNESS TERHADAP PURCHASE DECISION PADA MOTOR LISTRIK UWINFLY DI KOTA DENPASAR

Ni Luh Sari Tirtawati; I Gusti Ayu Imbayani; I Made Surya Prayoga

doi:10.36733/emas.v6i7.10032

Authors

Ni Luh Sari Tirtawati Universitas Mahasaraswati Denpasar
I Gusti Ayu Imbayani Universitas Mahasaraswati Denpasar
I Made Surya Prayoga Universitas Mahasaraswati Denpasar

DOI:

https://doi.org/10.36733/emas.v6i7.10032

Keywords:

promotion, perceived quality, price fairness, purchase decision

Abstract

Keputusan pembelian motor listrik menjadi salah satu isu penting dalam perkembangan industri otomotif berbasis energi terbarukan. Penelitian ini bertujuan untuk menganalisis pengaruh promosi, persepsi kualitas, dan kewajaran harga terhadap keputusan pembelian motor listrik Uwinfly di Kota Denpasar. Metode penelitian yang digunakan adalah survei kuantitatif dengan teknik pengambilan sampel purposive sampling, melibatkan 119 responden yang merupakan pengguna motor listrik di Denpasar. Analisis data dilakukan menggunakan regresi linier berganda untuk menguji hubungan antara variabel. Hasil penelitian menunjukkan bahwa promotion berpengaruh positif dan signifikan terhadap purchase decision, artinya semakin baik promotion maka purchase decision produk motor listrik Uwinfly akan ikut mengalami peningkatan. Perceived quality berpengaruh negatif dan tidak signifikan terhadap purchase decision, artinya persepsi kualitas produk motor listrik Uwinfly yang dimiliki konsumen tidak cukup kuat atau relevan dalam memengaruhi keputusan mereka untuk membeli produk. Price fairness berpengaruh positif dan signifikan terhadap purchase decision pada produk motor listrik Uwinfly, artinya meningkatnya public relation, maka purchase decision produk motor listrik Uwinfly akan ikut mengalami peningkatan. Namun, penelitian ini memiliki keterbatasan pada cakupan geografis dan ukuran sampel yang terbatas, sehingga hasilnya belum dapat digeneralisasi ke wilayah lain. Saran bagi penelitian selanjutnya dapat memperluas cakupan wilayah dan menambahkan variabel lain, seperti kepercayaan merek dan pengalaman konsumen, untuk memberikan pemahaman yang lebih komprehensif tentang faktor-faktor yang memengaruhi keputusan pembelian motor listrik. Selain itu, perusahaan disarankan untuk meningkatkan kualitas promosi melalui media digital dan mengedukasi konsumen mengenai keunggulan motor listrik sebagai alternatif transportasi ramah lingkungan.

References

Aji, N. S., Djawahir, A. H., & Rofiq, A. (2019). The influence of products and promotions on purchasing decisions mediated in purchase motivation. Jurnal Aplikasi Manajemen, 17(1), 152–161. https://doi.org/10.21776/ub.jam.2019.017.01.17

Astuti, I. I., Motors, E., & Power, P. (2024). Subsidi pembelian motor listrik roda dua dalam upaya. Dialogue: Jurnal Ilmu Administrasi Publik, 6(1), 656–662.

Cahyadi, I. G. N. W., Mitariani, N. W. E., & Imbayani, I. G. A. (2020). Pengaruh persepsi harga dan kualitas produk terhadap keputusan pembelian pada air minum dalam kemasan fotaqua di Badung Bali. Values, 1(4), 152–159. http://e-journal.unmas.ac.id/index.php/value/article/view/1444

Díaz, E. R., Encomienda, F. J. B., & Almendros, E. C. (2020). A cross-cultural analysis of perceived product quality, perceived risk and purchase intention in e-commerce platforms. Journal of Enterprise Information Management, 33(1), 139–160. https://doi.org/10.1108/JEIM-06-2019-0150

Faturrochman, M., & Yaasiin, T. H. (2024). Efektivitas subsidi kendaraan listrik terhadap perkembangan industri otomotif dalam mewujudkan program Making Indonesia 4.0. Journal of Environmental Economics and Sustainability, 1(3), 1–17. https://doi.org/10.47134/jees.v1i3.355

Harahap, A. R., Zebua, Y., & Ihsan, M. A. A. (2023). The effect of promotion, product quality, and price on the purchase decision of Ventela shoes in Malang City. Journal of Management Research and Studies, 1(1), 27–40. https://doi.org/10.61665/jmrs.v1i1.23

Hasan, A. A.-T. (2022). Perceived value and behavioral intentions toward dining at Chinese restaurants in Bangladesh: The role of self-direction value and price fairness. South Asian Journal of Marketing, 3(2), 116–134. https://doi.org/10.1108/SAJM-12-2021-0140

Hidayat, M., Mitariani, N. W. E., & Imbayani, I. G. A. (2020). Pengaruh kualitas pelayanan, persepsi harga dan promosi terhadap keputusan pembelian pada pelanggan Alfamart di Jalan Tangkuban Perahu, Kerobokan Badung. Jurnal Manajemen, 1(4), 67–78. http://e-journal.unmas.ac.id/index.php/emas/article/view/1229

IESR. (2023). Indonesia electric vehicle outlook 2023. PwC.

Jodi, I. W. G. A. S., Putra, B. N. K., Prayoga, I. M. S., & Adiyadnya, M. S. P. (2022). Impact of product quality, price, and promotion on purchase decision of Dinda Fashion products in Denpasar. Budapest International Research and Critics Institute Journal, 5(2), 12874–12880. https://doi.org/10.33258/birci.v5i2.5127

Junia, Y. I. (2020). Pengaruh brand awareness, brand image, dan brand trust terhadap keputusan pembelian pada produk Pocari Sweat di Jakarta. Jurnal Manajemen Bisnis dan Kewirausahaan, 5(4), 360. https://doi.org/10.24912/jmbk.v5i4.12792

Juniwati, & Maghribi, R. (2022). The effect of halal awareness and perceived quality on the decision to purchase snacks with brand image as a mediation variable. Jurnal Ekonomi Bisnis dan Kewirausahaan, 11(1), 116–130. http://dx.doi.org/10.26418/jebik.v11i1.51179

Nabella, S. D. (2021). Improve consumer purchasing decisions through quality of service, promotion and quality of information at PT. Ng Tech Supplies. International Journal of Science, Technology & Management, 2(3), 880–889. https://doi.org/10.46729/ijstm.v2i3.210

Opata, C. N., Xiao, W., Nusenu, A. A., Tetteh, S., & Boadi, E. A. (2021). The impact of value co-creation on satisfaction and loyalty: The moderating effect of price fairness (empirical study of automobile customers in Ghana). Total Quality Management and Business Excellence, 32(11–12), 1167–1181. https://doi.org/10.1080/14783363.2019.1684189

Pandiangan, K., Masiyono, M., & Atmogo, Y. D. (2021). Faktor-faktor yang mempengaruhi brand equity: Brand trust, brand image, perceived quality, & brand loyalty. Jurnal Ilmu Manajemen Terapan, 2(4), 471–484. https://doi.org/10.31933/jimt.v2i4.459

Purwanto, H., Kadi, D. C. A., & Indrasari. (2022). Pengaruh brand image dan perceived quality terhadap purchase decision dengan purchase intention sebagai variabel intervening. CITACONOMIA: Economic and Business Studies, 1(91), 31–48. https://ejournal.citakonsultindo.or.id/index.php/CITACONOMIA

Qazzafi, S. (2019). Consumer buying decision process. International Journal of Scientific Research and Engineering Development, 2(5), 130–134. https://bizfluent.com/how-does-5438201-consumer-buying-decision-process.html

Rajasa, E. Z., Manap, A., Ardana, H., Yusuf, M., & Harizahayu. (2023). Literature review: Analysis of factors influencing purchasing decisions, product quality and competitive pricing. Jurnal Ekonomi, 12(1), 2023. http://ejournal.seaninstitute.or.id/index.php/Ekonomi

Ramadhani, A., & Widodo, A. (2021). Increased purchase decision of Le Minerale through perceived quality and brand image. Jurnal Manajemen Bisnis, 8(2), 295–302. https://doi.org/10.33096/jmb.v8i2.839

Saldanha, E. D. S., Bahar, Y. R., & Barreto, D. M. B. (2023). The mediating role of customer satisfaction in the relationship between product trust, perceived value, price fairness, and purchase decisions: An empirical study of Telecomcel Company in Timor-Leste. Timor Leste Journal of Business and Management, 5(1), 10–31. https://doi.org/10.51703/bm.v5i0.132

Samudro, A., Sumarwan, U., Simanjuntak, M., & Yusuf, E. Z. (2020). Assessing the effects of perceived quality and perceived value on customer satisfaction. Management Science Letters, 10(5), 1077–1084. https://doi.org/10.5267/j.msl.2019.11.001

Saplina, F. S., Nazwirman, N., & Byarwati, A. (2020). Factors influencing online repurchase through satisfaction. Jurnal Organisasi dan Manajemen, 16(2), 129–145. https://doi.org/10.33830/jom.v16i2.826.2020

Shajrawi, A. A. I. (2020). The effect of brand on consumer purchase decision: A case study of Zain Company of Telecommunications in Jordan. International Journal of Advanced Science and Technology, 29(8), 6060–6077.

Sherli, Yuliati, L. N., & Hasanah, N. (2023). Pengaruh beauty influencer dan perceived price fairness terhadap keputusan pembelian produk skincare. Jurnal Aplikasi Bisnis dan Manajemen, 9(1), 305–317. https://doi.org/10.17358/jabm.9.1.305

Siewanto, A., & Marchyta, N. K. (2022). Pengaruh service quality dan price fairness terhadap customer loyalty melalui customer experience di Café Kopiria Loabakung Samarinda. Agora, 10(2). https://publication.petra.ac.id/index.php/manajemen-bisnis/article/view/12789

Simbolon, F. P., Handayani, E. R., & Nugraedy, M. (2020). The influence of product quality, price fairness, brand image, and customer value on purchase decision of Toyota Agya consumers: A study of low cost green car. Binus Business Review, 11(3), 187–196. https://doi.org/10.21512/bbr.v11i3.6420

Siqueira, M. S. S., Nascimento, P. O., & Freire, A. P. (2022). Reporting behaviour of people with disabilities in relation to the lack of accessibility on government websites: Analysis in the light of the Theory of Planned Behaviour. Disability, CBR and Inclusive Development, 33(1), 52–68. https://doi.org/10.47985/dcidj.475

Sitompul, S. S., Chrispin, G., & Hamzah, M. L. (2020). Analisis pengaruh kualitas produk, harga dan promosi terhadap keputusan pembelian battery sepeda motor. INVEST: Jurnal Inovasi Bisnis dan Akuntansi, 1(1), 27–37. https://doi.org/10.55583/invest.v1i1.18

Sulaiman, Y., & Chau, T. W. (2021). Purchase decision of Proton car in Pulau Pinang. WSEAS Transactions on Business and Economics, 18, 1173–1189. https://doi.org/10.37394/23207.2021.18.110

Suryani, I., & Syafarudin, A. (2021). The effect of sales promotion on purchasing decisions. Ilomata International Journal of Tax and Accounting, 2(2), 122–133. https://doi.org/10.52728/ijtc.v2i2.216

Wedangga, I. M. (2020). Brand image dan country of origin untuk memprediksi purchase decision konsumen: Variabel perceived quality sebagai variabel mediasi. Manajemen Bisnis dan Kewirausahaan, 4(6), 276–281.

Widiastiti, N. M. G., Yasa, N. N. K., & Rahanata, G. B. (2020). The role of brand image in mediating the relationship of product quality and price fairness with purchase decision (A case study of the iPhone product in Denpasar City). International Journal of Economics and Management Studies, 7(4), 199–207. https://doi.org/10.14445/23939125/IJEMS-V7I4P124

Yan, L., Xiaojun, F., Li, J., & Dong, X. (2019). Extrinsic cues, perceived quality, and purchase intention for private labels: Evidence from the Chinese market. Asia Pacific Journal of Marketing and Logistics, 31(3), 714–727. https://doi.org/10.1108/APJML-08-2017-0176