HAJAR, AL HAFIDH IBNU (2025) PENGARUH HARGA, KUALITAS PRODUK DAN CITRA MEREK TERHADAP MINAT PEMBELIAN MOBIL LISTRIK BYD. S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
COVER.pdf Download (528kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
BAB I.pdf Restricted to Registered users only Download (547kB) |
|
|
Text (BAB II)
BAB II.pdf Restricted to Registered users only Download (276kB) |
|
|
Text (BAB III)
BAB III.pdf Restricted to Registered users only Download (130kB) |
|
|
Text (BAB IV)
BAB IV.pdf Restricted to Registered users only Download (277kB) |
|
|
Text (BAB V)
BAB V.pdf Restricted to Registered users only Download (80kB) |
|
|
Text (DAFTAR PUSTAKA)
DAFPUS.pdf Restricted to Registered users only Download (91kB) |
|
|
Text (LAMPIRAN)
LAMPIRAN.pdf Restricted to Registered users only Download (599kB) |
Abstract
This research is motivated by the growing trend of environmentally friendly vehicles, particularly electric cars, and the competition among automotive manufacturers to attract consumer interest. The purpose of this study is to analyze the influence of price, product quality, and Brand image on purchase intention of BYD electric cars in the DKI Jakarta market. The research problem is formulated based on low consumer literacy regarding electric cars and the importance of an appropriate marketing strategy to encourage purchase intention. The research method used a quantitative approach with a purposive sampling technique, involving respondents who had experience purchasing electric cars. Data were analyzed using a Structural Equation Model (SEM) with the assistance of SmartPLS software. The results show that price, product quality, and Brand image have a positive and significant influence on purchase intention of BYD electric cars. Among these three variables, Brand image has a dominant influence, indicating that consumer perceptions of brand reputation and credibility significantly influence purchase decisions. The conclusion of this study confirms that a strategy to enhance brand image, accompanied by competitive pricing and good product quality, is the main factor in encouraging consumer purchase intention. The implication of this research is the importance of marketing innovation that is oriented towards consumer education, so that they better understand the benefits of electric cars and are encouraged to switch to environmentally friendly vehicles. Keywoords: Price,Product quality,Brand Image,Purchase Interest, BYD Penelitian ini dilatarbelakangi oleh meningkatnya tren kendaraan ramah lingkungan, khususnya mobil listrik, serta persaingan produsen otomotif dalam menarik minat beli konsumen. Tujuan penelitian ini adalah untuk menganalisis pengaruh harga, kualitas produk, dan citra merek terhadap minat pembelian mobil listrik BYD di pasar DKI Jakarta. Permasalahan penelitian dirumuskan berdasarkan rendahnya literasi konsumen terhadap mobil listrik serta pentingnya strategi pemasaran yang tepat untuk mendorong minat beli. Metode penelitian menggunakan pendekatan kuantitatif dengan teknik purposive sampling, melibatkan responden yang telah memiliki pengalaman membeli mobil listrik. Data dianalisis menggunakan Structural Equation Model (SEM) dengan bantuan perangkat lunak SmartPLS. Hasil penelitian menunjukkan bahwa harga, kualitas produk, dan citra merek berpengaruh positif dan signifikan terhadap minat pembelian mobil listrik BYD. Di antara ketiga variabel tersebut, citra merek memiliki pengaruh dominan, menunjukkan bahwa persepsi konsumen terhadap reputasi dan kredibilitas merek sangat menentukan keputusan pembelian. Kesimpulan penelitian ini menegaskan bahwa strategi peningkatan citra merek, diiringi penawaran harga yang kompetitif serta kualitas produk yang baik, menjadi faktor utama dalam mendorong minat pembelian konsumen. Implikasi penelitian ini adalah pentingnya inovasi pemasaran yang berorientasi pada edukasi konsumen, agar mereka lebih memahami manfaat mobil listrik serta didorong untuk beralih ke kendaraan ramah lingkungan. Kata Kunci : Harga, Kualitas Produk,Citra Merek, Minat Beli, BYD.
Actions (login required)
 |
View Item |
