Pengaruh Kualitas Produk, Citra Merek dan Promosi terhadap Keputusan Pembelian Sepeda Motor Yamaha di Kota Batam
DOI:
https://doi.org/10.37481/jmeb.v5i3.1517Keywords:
Product Quality, Brand Image, Promotion, Purchasing DecisionAbstract
In the increasingly competitive motorcycle industry, companies face the challenge of optimizing product appeal to influence consumer purchasing decisions. This study aims to examine the effect of product quality, brand image, and promotion on consumer purchasing decisions for Yamaha motorcycles in Batam City. Using a descriptive quantitative method, the study collected data from 100 respondents who had purchased Yamaha motorcycles, selected through purposive sampling. Data analysis included validity and reliability tests, classical assumption tests, multiple linear regression, and hypothesis testing using SPSS version 26. The results show that product quality, brand image, and promotion each have a positive and significant impact on purchasing decisions. Specifically, product quality contributes 25.2%, brand image contributes 17.3%, and promotion contributes 45.3% to the variance in purchasing decisions. The overall model explains 86.2% of the variance (Adjusted R² = 0.862), indicating that these three factors are dominant drivers in consumer decision-making. The findings suggest that enhancing product quality, strengthening brand perception, and implementing adaptive promotional strategies are essential for improving consumer purchase behavior in the two-wheeler market, particularly for Yamaha in urban areas such as Batam.
References
Akbar, S. S., Violinda, Q., Setiawati, I., & Rizwan, M. (2021). The influence of product quality, product design, brand image on Realme smartphone purchase decisions. Journal of Digital Marketing and Halal Industry, 3(2), 121–132.
Anshori, M., & Wulandari, F. (2021). Pengaruh kualitas produk, harga, dan promosi terhadap keputusan pembelian. Jurnal Ilmu dan Riset Manajemen, 10(2), 14–25.
Ardani, A., & Prasetyo, D. A. (2022). Persepsi kualitas dan nilai pelanggan terhadap kepuasan konsumen motor matic. Jurnal Ilmu Ekonomi dan Bisnis Islam, 5(1), 33–42.
Ferdinand, A. (2020). Metode penelitian manajemen: Pedoman penelitian untuk penulisan skripsi, tesis dan disertasi ilmu manajemen. Semarang: Undip Press.
Ghozali, I. (2021). Aplikasi analisis multivariate dengan program IBM SPSS 25. Semarang: Badan Penerbit Universitas Diponegoro.
Indrawati, R. (2020). Metode penelitian kuantitatif, kualitatif dan campuran untuk manajemen, pembangunan dan pendidikan. Bandung: Refika Aditama.
Kotler, P., & Keller, K. L. (2019). Marketing management (15th ed.). Pearson Education.
Lubis, I., & Rambe, M. S. (2019). The role of promotion mix on brand image and consumer purchasing decisions. Jurnal Ilmu Sosial dan Humaniora, 8(1), 77–85.
Mauludi, A., Haryanti, N., & Putri, I. N. K. (2023). The influence of brand ambassadors and promotions on purchase decisions through brand image as an intervening variable in Tokopedia E-Marketplace in East Java. International Journal of Economics, Management, Business, and Social Science, 3(3), 519–530.
Melianti, S., & Wasiman, W. (2024). Pengaruh kualitas produk, promosi dan citra merek terhadap keputusan pembelian Scarlett Whitening di Kota Batam. Jurnal Disrupsi Bisnis, 7(1), 111–122.
Nadirah, A., Risal, M., & Ikhwan, N. (2023). Effect of product quality and promotion mix on Coca Cola purchase decision. Jurnal Aplikasi Bisnis dan Manajemen, 9(3), 881–886.
Nurhadi, R., & Aminah, S. (2023). Strategi promosi digital terhadap keputusan pembelian generasi milenial. Jurnal Pemasaran Digital dan Komunikasi, 3(1), 12–24.
Prananta, W., Hapsoro, B. B., & Permana, M. V. (2021). Role of service quality, price perception, brand image, and information technology involvement in banking product purchase decisions. Jurnal Dinamika Manajemen, 12(2), 187–200.
Putri, S. H. D. E., & Saputra, A. (2023). Pengaruh citra merek, kepercayaan dan kualitas produk terhadap keputusan pembelian Pixy Two Way Cake di Kota Batam. Jurnal Ekonomi dan Manajemen Indonesia, 23(2), 60–71.
Rosyidi, A., & Dewi, F. K. (2021). Efektivitas promosi melalui media sosial terhadap peningkatan penjualan produk otomotif. Jurnal Komunikasi dan Bisnis, 10(2), 89–97.
Safitri, H., Lubis, N. L., & Widyaningrum, R. (2020). Citra merek dan loyalitas konsumen pada produk kendaraan bermotor. Jurnal Riset Ekonomi dan Manajemen, 6(3), 213–222.
Santoso, S. (2019). Konsep dasar dan aplikasi SPSS dalam penelitian. Jakarta: Elex Media Komputindo.
Simbolon, F. P., Handayani, E. R., & Nugraedy, M. (2022). 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.
Solihin, D., Ahyani, & Setiawan, R. (2021). The influence of brand image and atmosphere store on purchase decision for Samsung brand smartphone with buying intervention as intervening variables. International Journal of Social Science and Business, 5(2), 262–270.
Sugiyono. (2021). Metode penelitian kuantitatif, kualitatif dan R&D. Bandung: Alfabeta.
Tjiptono, F., & Diana, A. (2020). Strategi pemasaran. Yogyakarta: Andi.
Wibowo, A., & Hartono, R. (2021). Pengaruh kualitas produk terhadap keputusan pembelian melalui kepuasan konsumen. Jurnal Ekonomi dan Bisnis Terapan, 5(2), 45–52.
Widarjono, A. (2020). Analisis data menggunakan SPSS untuk penelitian manajemen, ekonomi dan akuntansi. Yogyakarta: UPP STIM YKPN.
Winardy, I., Purba, P. Y., Chaniago, C., & Andika. (2021). The positive impact of product quality, price, and promotion on purchasing decision of Toyota Innova cars. International Journal of Social Science and Business, 5(2), 161–166.
Yulianto, A., Rahmawati, I., & Putra, Y. D. (2021). Brand image dan keputusan pembelian pada konsumen sepeda motor. Jurnal Riset Manajemen dan Bisnis, 6(1), 66–74.
