PENGARUH CITRA MEREK, HARGA, DAN DAYA TARIK TERHADAP MINAT BELI KONSUMEN SHOWROOM HARRIS MOBIL PERIODE 2024
DOI:
https://doi.org/10.51878/cendekia.v5i4.7086Keywords:
Citra Merek, Harga, Daya Tarik Showroom, Minat BeliAbstract
The used car industry in Indonesia has experienced rapid growth in recent years, driven by increasing consumer demand for more affordable vehicles compared to new cars. Additionally, changing consumer behavior, with a greater focus on selecting products more carefully, demands that used car showrooms better understand the factors influencing purchase decisions. While many studies have addressed factors such as price and brand image, few have examined the simultaneous impact of these factors, particularly in the context of local used car showrooms. This study aims to analyze the influence of brand image, price, and showroom attractiveness on consumer purchase intention at Harris Mobil showroom. The research employs a quantitative approach with multiple linear regression analysis. The findings indicate that price (B = 0.585; Sig. = 0.000) and showroom attractiveness (B = 0.277; Sig. = 0.004) have a positive and significant effect on purchase intention, while brand image (B = 0.121; Sig. = 0.251) does not have a significant partial effect. The coefficient of determination (R²) of 0.965 indicates that 96.5% of the variation in purchase intention can be explained by the three variables. These findings fill a gap in the literature by addressing the simultaneous influence of brand image, price, and showroom attractiveness on consumer purchase intention in the context of used car showrooms.
ABSTRAK
Industri mobil bekas di Indonesia mengalami pertumbuhan pesat dalam beberapa tahun terakhir, seiring dengan peningkatan permintaan konsumen terhadap kendaraan dengan harga lebih terjangkau dibandingkan mobil baru. Selain itu, perubahan perilaku konsumen yang semakin selektif dalam memilih produk juga menuntut showroom mobil bekas untuk lebih memahami faktor-faktor yang memengaruhi keputusan pembelian. Meskipun banyak penelitian yang membahas faktor-faktor seperti harga dan citra merek, belum banyak penelitian yang mengkaji pengaruh ketiga faktor secara simultan, khususnya dalam konteks showroom mobil bekas lokal. Penelitian ini bertujuan untuk menganalisis pengaruh citra merek, harga, dan daya tarik showroom terhadap minat beli konsumen pada showroom Harris Mobil. Metode yang digunakan adalah pendekatan kuantitatif dengan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa harga (B = 0,585; Sig. = 0,000) dan daya tarik showroom (B = 0,277; Sig. = 0,004) memiliki pengaruh positif dan signifikan terhadap minat beli konsumen, sementara citra merek (B = 0,121; Sig. = 0,251) tidak berpengaruh signifikan secara parsial. Nilai koefisien determinasi (R²) sebesar 0,965 menunjukkan bahwa 96,5% variasi minat beli dapat dijelaskan oleh ketiga variabel tersebut. Temuan ini mengisi kekosongan dalam literatur yang membahas pengaruh simultan citra merek, harga, dan daya tarik showroom terhadap minat beli konsumen dalam konteks showroom mobil bekas.
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