Published: 2025-04-10

Pengaruh Brand Image, Persepsi Harga dan Kualitas Produk Terhadap Keputusan Pembelian Dengan Pelayanan After Sales Sebagai Variabel Moderasi (Studi Kasus Pembelian Sepeda Motor Matic Merek Honda di Jabodetabek)

DOI: 10.35870/emt.v9i2.3127

Rangga Asmawi Putra, Isbandriyati Mutmainah, Mulyana Gustira Putra
  • Rangga Asmawi Putra: Universitas Nusa Bangsa ROR
  • Isbandriyati Mutmainah: Universitas Nusa Bangsa ROR
  • Mulyana Gustira Putra: Universitas Nusa Bangsa ROR
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Abstract

This study aims to analyze the effect of brand image, price perception and product quality on purchasing decisions with after sales service as a moderating variable. The population in this study were people who had bought and used Honda brand motorbikes in Jabodetabek and the total sample used was 96 respondents. The sampling method used is cluster random sampling and hypothesis testing using moderation regression analysis method. The results of this study indicate that Price Perception and Product Quality has a significant effect on Purchasing Decisions. Brand Image and After Sales Service has no significant effect on Purchasing Decisions. After Sales Service moderates the effect of Price Perception and Product Quality on Purchasing Decisions, After Sales Service does not moderate Brand Image on Purchasing Decisions. The result of the F test show that Brand Image, Price Perception, and Product Quality simultaneously have a significant effect on Purchasing Decisions.

Keywords

Brand Image; Price Perceptio; Product Quality; After Sales Service; Purchase Decision

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How to Cite

Putra, R. A., Mutmainah, I., & Putra, M. G. (2025). Pengaruh Brand Image, Persepsi Harga dan Kualitas Produk Terhadap Keputusan Pembelian Dengan Pelayanan After Sales Sebagai Variabel Moderasi (Studi Kasus Pembelian Sepeda Motor Matic Merek Honda di Jabodetabek). Jurnal EMT KITA, 9(2), 447-460. https://doi.org/10.35870/emt.v9i2.3127
Article Information

This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 9 No. 2 (2025)

  • Section: Articles

  • Published: 2025-04-10

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Author Biographies
Rangga Asmawi Putra, Universitas Nusa Bangsa
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Nusa Bangsa, Kota Bogor, Provinsi Jawa Barat, Indonesia.

Isbandriyati Mutmainah, Universitas Nusa Bangsa
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Nusa Bangsa, Kota Bogor, Provinsi Jawa Barat, Indonesia.

Mulyana Gustira Putra, Universitas Nusa Bangsa
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Nusa Bangsa, Kota Bogor, Provinsi Jawa Barat, Indonesia.

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