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Abstract

Tujuan: Penelitian ini bertujuan untuk menganalisis pengaruh harga, promosi, dan kualitas produk terhadap keputusan pembelian sepeda motor listrik di Indonesia serta mengkaji peran kepercayaan konsumen sebagai variabel intervening.


Metode: Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 218 responden. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan uji validitas, uji reliabilitas, regresi linier berganda, uji t, uji F, koefisien determinasi, serta path analysis dengan IBM SPSS.


Hasil dan Pembahasan: Hasil penelitian menunjukkan bahwa harga, promosi, dan kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian, dengan kualitas produk sebagai variabel yang paling dominan. Ketiga variabel tersebut juga berpengaruh positif terhadap kepercayaan konsumen. Namun, kepercayaan konsumen menunjukkan pengaruh negatif yang signifikan terhadap keputusan pembelian, sehingga perannya sebagai variabel intervening belum dapat dibuktikan secara empiris.


Implikasi: Temuan ini menjadi masukan bagi produsen dalam menyusun strategi harga, promosi, dan peningkatan kualitas produk guna meningkatkan keputusan pembelian sepeda motor listrik.


Originalitas: Penelitian ini memberikan bukti empiris mengenai hubungan antara harga, promosi, kualitas produk, dan kepercayaan konsumen dalam konteks pemasaran sepeda motor listrik di Indonesia.

Keywords

harga promosi kualitas produk keputusan pembelian kepercayaan konsumen

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How to Cite
Anabel, B., & Sutrisno, S. (2026). Pengaruh Harga, Promosi, Kualitas Produk Terhadap Keputusan Pembelian Motor Listrik di Indonesia Melalui Kepercayaan Konsumen. Advances: Jurnal Ekonomi & Bisnis, 4(4), 979–999. https://doi.org/10.60079/ajeb.v4i4.920
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