Factors Influencing Suzuki Motorcycle Purchase Decisions

Authors

  • Erlangga Putra Wijaya Politeknik Negeri Semarang
  • Rif'ah Dwi Astuti Politeknik Negeri Semarang
  • Mellasanti Ayuwardani Politeknik Negeri Semarang

Keywords:

Brand Image, Purchase Decision, Service Quality, Brand Experience

Abstract

The emergence of competition among several brands in Indonesia has forced dealers to compete. Companies are required to understand consumer behavior to offer quality products and excellent service to attract consumers. This study aimed to identify and analyze the impact of brand image, brand experience, and service quality on Suzuki motorcycle purchase decisions at PT Indo Sunmotor Gemilang. The population of this study was customers of PT Indo Sunmotor Gemilang Semarang. The sample used in this study consisted of 120 respondents selected using a purposive sampling method. The research method used was quantitative research, with data collection through literature review and questionnaire distribution. An interval scale was used in the questionnaire to measure respondents' perceptions. The analytical methods in this study included descriptive analysis, instrument testing, classical assumption testing, multiple linear regression analysis, and hypothesis testing. All data analysis was performed using SPSS version 25 software. The results revealed a regression equation connecting the variables: Y = 8.185 + 0.455X1 + 0.557X2 + 0.367X3. Therefore, the conclusion is that brand image (X1), brand experience (X2), and service quality (X3) have a positive and significant influence on purchase intention (Y).

 

Timbulnya persaingan yang diantara beberapa merek di Indonesia membuat dealer-dealer saling berlomba untuk dapat bersaing. Perusahaan dituntut untuk memahami perilaku konsumen untuk menawarkan produk-produk yang berkualitas dan pelayanan yang baik guna mendapatkan perhatian dari konsumen. Penelitian ini dilakukan dengan tujuan untuk mengidentifikasi dan menganalisis dampak dari brand image, brand experience dan service quality terhadap purchase decision sepeda motor merek Suzuki pada PT Indo Sunmotor Gemilang. Populasi yang menjadi penelitian ini adalah para pelanggan PT Indo Sunmotor Gemilang Semarang. Sampel yang digunakan pada penelitian ini terdiri dari 120 responden yang dipilih menggunakan metode purposive sampling. Jenis penelitian yang dijalankan adalah penelitian kuantitatif, dengan pengumpulan data melalui studi pustaka dan distribusi kuesioner. Skala interval digunakan dalam kuesioner untuk mengukur persepsi responden. Metode analisis dalam penelitian ini melibatkan analisis deskriptif, uji nstrument, pengujian asumsi klasik, penerapan analisis regresi linear berganda dan pengujian hipotesis. Seluruh analisis data dijalankan menggunakan perangkat lunak SPSS versi 25. Berdasarkan hasil perhitungan, ditemukan persamaan regresi yang menghubungkan variabel-variabel, yaitu Y = 8,185 + 0.455X1 + 0,557X2  + 0,367X3. Oleh karena itu, Kesimpulan yang dapat diambil adalah bahwa brand image (X1), brand experience (X2) dan service quality (X3) memiliki pengaruh positif dan signifikan terhadap purchase (Y).

References

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Published

2025-10-23

Issue

Vol. 26 No. 3 (2025): OKTOBER 2025

Section

Articles

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Copyright (c) 2025 Erlangga Putra Wijaya, Rif'ah Dwi Astuti, Mellasanti Ayuwardani

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Creative Commons License
This work is licensed under a  Creative Commons Attribution 4.0 International License.