Waluyo, Andri (2025) PENGARUH DESAIN PRODUK, BRAND IMAGE SERTA EMOTIONAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN MOTOR LISTRIK PADA PT. HARTONO ISTANA TEKNOLOGI (POLYTRON). S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Tujuan dari riset ini diarahkan untuk menguji sekaligus menganalisis keterpengaruhan desain produk, citra merek (brand image), dan pemasaran emosional (emotional marketing) terhadap keputusan pembelian motor listrik pada PT. Hartono Istana Teknologi (Polytron). Seluruh konsumen yang telah melakukan pembelian motor listrik di perusahaan tersebut dijadikan populasi penelitian. Penentuan sampel dilakukan melalui teknik purposive sampling, dengan jumlah responden sebanyak 100 individu. Instrumen pengumpulan data yang digunakan berupa angket (kuesioner). Analisis data diterapkan menggunakan pendekatan PLS- SEM melalui perangkat lunak SmartPLS 4. Berlandaskan hasil temuan, dipastikan bahwasannya desain produk memberikan pengaruh signifikan terhadap keputusan pembelian. Hal serupa juga diperlihatkan oleh variabel citra merek, yang terbukti memengaruhi keputusan pembelian. Pemasaran emosional pun memperlihatkan pengaruh terhadap keputusan pembelian. Implikasi praktis dari temuan ini menegaskan bahwasannya PT. Hartono Istana Teknologi (Polytron) perlu mempertahankan bahkan meningkatkan kualitas desain produknya, memperkokoh citra merek, serta memaksimalkan strategi pemasaran emosional guna memperkuat keputusan pembelian konsumen. Testing and analyzing the impact of brand image, emotional marketing, and product design on electric motorcycle purchases at PT. Hartono Istana Technologi (Polytron) is the goal of this study. All of the participants in this study were purchasers of electric motorcycles from PT Hartono Istana Technologi (Polytron). Purposive sampling was used to choose the sample, which had 100 responders in total. A questionnaire was utilized as the data gathering tool. PLS-SEM with the Smart-PLS 4 tool is the data analysis technique employed.The findings demonstrated that decisions to buy are influenced by product design. Purchase decisions are influenced by brand perception. Purchase decisions are influenced by emotional marketing. For PT Hartono Istana Technologi (Polytron), this study offers useful implications for enhancing product design, bolstering brand perception, and maximizing emotional marketing.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43120120004 |
| Uncontrolled Keywords: | Desain Produk, Brand image, Emotional marketing, Keputusan Pembelian, Motor Listrik. Product Design, Brand image, Emotional marketing, Purchasing Decisions, Electric Motorcycles. |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | ZAIRA ELVISIA |
| Date Deposited: | 06 Sep 2025 05:58 |
| Last Modified: | 06 Sep 2025 05:58 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/97481 |
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