ANALISA KEPUTUSAN PEMBELIAN SEPEDA LIPAT MEREK ELEMENT DENGAN MOTIVASI SEBAGAI VARIABEL INTERVENING

PRIBADI, IMAM (2023) ANALISA KEPUTUSAN PEMBELIAN SEPEDA LIPAT MEREK ELEMENT DENGAN MOTIVASI SEBAGAI VARIABEL INTERVENING. S2 thesis, Universitas Mercu Buana - Menteng.

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Abstract

Most companies are experiencing difficulties due to the decline in market demand due to the reduced purchasing ability of the people. On the other hand, this is surprising for the bicycle industry. The demand for bicycles has increased significantly, especially for folding bike. Based on this phenomenon, the authors conducted further research on how the relationship between product variables, price variables and motivation variables as an intervening variable on the Purchase Decision of the Element Brand Folding Bike. This study uses a quantitative descriptive method. The sampling technique in this research is purposive sampling and the sample is taken using a questionnaire. Respondents in this study were 132 respondents from people who lived in Jakarta and had bought and used Element brand folding bicycles. Data were analyzed using descriptive statistics and Structural Equation Model Partial Least Square (SEM-PLS) analysis with SmartPLS analysis tool. The results showed that the product variable and the motivation variable had a positive and significant direct influence on purchasing decisions. And the price variable has a negative and significant direct influence on purchase motivation and purchase decisions. Furthermore, the motivation variable which acts as an intervening variable has an effect as an intermediary variable in the relationship between Product variables, Price variables on Purchase Decisions. Keyword: Product, Price, Motivation, Purchase Decision, Folding Bike, Intervening. Sebagian besar pelaku usaha mengalami kesulitan akibat turunnya permintaan pasar akibat dari melemahnya daya beli masyarakat. Sebaliknya, hal ini justru mengejutkan bagi industri sepeda, Permintaan sepeda mengalami peningkatan secara signifikan terutama jenis sepeda lipat. Berdasarkan fenomena tersebut penulis melakukan penelitian lebih jauh bagaimana pengaruh hubungan variabel produk, variabel harga dengan variabel motivasi sebagai variabel intervening terhadap Keputusan Pembelian Sepeda Lipat merek Element. Penelitian ini menggunakan metode deskriptif kuantitatif. Teknik pengambilan sampel dalam penelitian ini yaitu dengan Purposive Sampling dan sampel diambil dengan menggunakan kuesioner. Responden dalam penelitian ini sebanyak 132 responden dari masyarakat yang tinggal di sekitar Jakarta dan pernah membeli dan menggunakan sepeda lipat merek Element. Data dianalisa menggunakan statistik deskriptif dan analisis Structural Equation Model Partial Least Square (SEM-PLS) dengan alat analisi SmartPLS. Hasil penelitian menunjukkan bahwa variabel Produk dan variabel Motivasi mempunyai pengaruh langsung yang positif dan signifikan terhadap Keputusan Pembelian. Serta variabel Harga mempunyai pengaruh langsung yang negatif dan signifikan terhadap Motivasi pembelian dan Keputusan Pembelian. Selanjutnya variabel Motivasi yang berperan sebagai variabel intervening berpengaruh sebagai variabel perantara hubungan variabel Produk dan variabel Harga terhadap Keputusan Pembelian. Kata Kunci: Produk, Harga, Motivasi, Keputusan Pembelian, Sepeda Lipat, Intervening

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