AKBAR, MAULANA (2025) PENGARUH PROMOSI, PERSEPSI HARGA, KUALITAS PRODUK DAN PERSEPSI KONSUMEN TERHADAP MINAT BELI SEPEDA MOTOR LISTRIK DI DKI JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The development of electric vehicles, especially electric motorbikes, has increased along with increasing public awareness of environmental issues and energy efficiency. However, the realization of electric motorbike sales in Indonesia, especially in the DKI Jakarta area, has not fully met the government's target. This study aims to analyze the influence of promotion, price perception, product quality, and consumer perception on the interest in buying electric motorbikes in DKI Jakarta. This study uses a quantitative approach with a data collection method by distributing questionnaires to 155 respondents who are interested in electric motorbikes. The sampling technique was carried out using purposive sampling and the data was analyzed using the Structural Equation Modeling (SEM) method with the help of SmartPLS 4 software. The results of the study show that the four independent variables promotion, price perception, product quality, and consumer perception have a positive and significant influence on the interest in buying electric motorbikes. These findings contribute to companies and industry players in designing more effective marketing strategies to increase consumer interest in buying electric vehicles. Keywords: Promotion, Price Perception, Product Quality, Consumer Perception, Purchase Interest, Electric Motorbikes. Perkembangan kendaraan listrik, khususnya sepeda motor listrik, mengalami peningkatan seiring dengan meningkatnya kesadaran masyarakat akan isu lingkungan dan efisiensi energi. Namun, realisasi penjualan sepeda motor listrik di Indonesia, khususnya di wilayah DKI Jakarta, belum sepenuhnya memenuhi target pemerintah. Penelitian ini bertujuan untuk menganalisis pengaruh promosi, persepsi harga, kualitas produk, dan persepsi konsumen terhadap minat beli sepeda motor listrik di DKI Jakarta. Penelitian ini menggunakan pendekatan kuantitatif dengan metode pengumpulan data melalui penyebaran kuesioner kepada 155 responden yang memiliki minat terhadap sepeda motor listrik. Teknik pengambilan sampel dilakukan secara purposive sampling dan data dianalisis menggunakan metode Structural Equation Modeling (SEM) dengan bantuan perangkat lunak SmartPLS 4. Hasil penelitian menunjukkan bahwa keempat variabel independent promosi, persepsi harga, kualitas produk, dan persepsi konsumen memiliki pengaruh positif dan signifikan terhadap minat beli sepeda motor listrik. Temuan ini memberikan kontribusi bagi perusahaan dan pelaku industri dalam merancang strategi pemasaran yang lebih efektif guna meningkatkan minat beli konsumen terhadap kendaraan listrik. Kata Kunci: Promosi, Persepsi Harga, Kualitas Produk, Persepsi Konsumen, Minat Beli, Sepeda Motor Listrik.
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