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:
https://doi.org/10.35870/emt.v9i2.3127Keywords:
Brand Image, Price Perceptio, Product Quality, After Sales Service, Purchase DecisionAbstract
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.
Downloads
References
Achmadi, R. N., & Hidayat, A. M. (2018). Pengaruh brand image terhadap keputusan pembelian produk Honda Beat di Kota Bandung Tahun 2017. EProceedings of Applied Science, 4(1).
Adyanto, B. C., & Santosa, S. B. (2018). Pengaruh kualitas layanan, brand image, harga dan kepercayaan produk terhadap keputusan pembelian (studi layanan e-commerce Berrybenka. com). Diponegoro Journal of Management, 7(1), 10-29.
Afriza, E. F. (2019). Analisis Kualitas Produk dan Layanan Purnajual Terhadap Proses Keputusan Pembelian Konsumen Honda All New Vario 125 Melalui Citra Merek Sebagai Mediator. Mbia, 18(1), 37-48. https://doi.org/10.33557/mbia.v18i1.320.
Clarita, N. (2023). Pengaruh Persepsi Harga, Citra Merek, dan Lokasi Terhadap Keputusan Pembelian di CFC Grande Karawaci. AKSIOMA: Jurnal Manajemen, 2(1), 37-53. https://doi.org/10.30822/aksioma.v2i1.2081.
Gumilang, T. L., Hidayat, W., & Suryoko, S. (2013). Pengaruh Brand Image, Kualitas Produk dan Pelayanan Purna Jual terhadap Keputusan Pembelian Honda Supra X 125 pada PT. Tunggul Sakti Sejahtera. Jurnal Ilmu Administrasi Bisnis, 1(1), 291-297. https://doi.org/10.14710/jiab.2013.1647.
Haris, T. S., & Laena, N. (2023). PENGARUH KUALITAS PRODUK, PROMOSI DAN LAYANAN PURNAJUAL TERHADAP CITRA MEREK HANDPHONE SAMSUNG DI 6 (ENAM) GERAI/TOKO PENJUAL HANDPHONE DI KECAMATAN UNAAHA. SATUKATA: Jurnal Sains, Teknik, dan Studi Kemasyarakatan, 1(2), 71-76.
Kamaludin, K., & Sulistiono, S. KUALITAS PRODUK SEBAGAI FAKTOR PENTING DALAM PEMASARAN EKSPOR PADA PT. EUROGATE INDONESIA (Doctoral dissertation, Institut Bisnis dan Informatika Kesatuan).
Kuengo, F. A., Taan, H., & Radji, D. L. (2022). Pengaruh Citra Merek dan Harga terhadap Keputusan Pembelian Mobil Honda Brio pada Nengga mobilindo Kota Gorontalo. JAMBURA: Jurnal Ilmiah Manajemen dan Bisnis, 5(1), 54-65. https://doi.org/10.37479/jimb.v5i1.14234.
Mihing, S. O., & Budiyanto, B. (2021). Pengaruh Lokasi, Harga, Dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen Pada Lalulalang Cafe Di Surabaya. Jurnal Ilmu dan Riset Manajemen (JIRM), 10(3).
Muharom, M., Yulia, I. A., & Mulia, A. P. (2024). Pengaruh Kualitas Produk, Fitur Produk dan Promosi Terhadap Keputusan Pembelian Daihatsu Gran Max dengan Brand Image Sebagai Variabel Moderasi. Jurnal EMT KITA, 8(2), 558-569. https://doi.org/10.35870/emt.v8i2.2058.
Novizal, G., & Rizal, A. (2020). Pengaruh Product Knowledge Dan Persepsi Harga Terhadap Proses Keputusan Pembelian Dengan Brand Image Sebagai Variabel Moderasi (Studi Pada Konsumen Mobil Wuling Di Dealer Wuling Semarang).
Pratiwi, K. R. (2016). Pengaruh Brand Image Terhadap Keputusan Pembelian Motor Honda Vario 125 Esp Di Dealer Honda Panji Perkasa Perdana Sidoarjo. Jurnal Pendidikan Tata Niaga (JPTN), 4(3). https://doi.org/10.26740/jptn.v4n3.p%25p.
Rachmad, Y. E., Sudiarti, S., Fajariana, D. E., Kisworo, Y., Suryawan, R. F., Tanadi, H., ... & Kutoyo, M. S. (2022). Manajemen pemasaran.
Safitriani, L., Arimbawa, I. G., Baktiono, A., & Damayanti, E. (2019). Analysis Of Product Quality, Sales Promotion, Brand Images, And After-Sales Service Towards Samsung Gadget Purchase Decisions. International Journal of Electrical Engineering and Information Technology, 2(02).
Salim, A. (2000). Manajemen Transportasi Cetakan Pertama. Jakarta: Ghalia Indonesia.
SATICFACTOIN, I. E. T. I. C. Analysis After Sales Service in Effort to Improve Costomer Saticfactoin on PT. Nusantara Motor in Balikpapan.
Setiawan, R., & Surjaatmadja, S. (2021, September). Pengaruh Brand Image, Kualitas Produk, Persepsi Harga Terhadap Keputusan Pembelian Honda “Scoopy” Di Kota Tangerang. In Prosiding BIEMA (Business Management, Economic, and Accounting National Seminar) (Vol. 2, pp. 1070-1079).
Sukarno, Z., Razak, N., & Daud, D. (2023). Pengaruh Keselamatan dan Kesehatan Kerja terhadap Prestasi Kerja Karyawan:(Studi pada PT PLN Makassar Area Rayon Timur). Al-Buhuts, 19(1), 370-381.
Suryajaya, I., & Sienatra, K. B. (2020). Kualitas produk dan persepsi harga ditinjau dampaknya terhadap keputusan pembelian produk WEAR IT. Jurnal Performa: Jurnal Manajemen Dan Start-up Bisnis, 5(3), 176-184. https://doi.org/10.37715/jp.v5i3.1756.
Wahyuni, S., & Politeknik, S. P. J. A. N. (2013). Analisis pengaruh persepsi kualitas produk, citra merek dan dukungan layanan purna jual terhadap keputusan konsumen dalam membeli skuter matik merek honda di kota Semarang. Ragam, 13(2).
Wulandari, T. (2017). Analisis Proses Keputusan Pembelian Mahasiswa Melalui Ekuitas Merek Politeknik Perdana Mandiri Dan Sekolah Tinggi Ilmu Ekonomi Dan Bisnis (STIEB) Perdana Mandiri Purwakarta.
Downloads
Published
Issue
Section
License
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
