EXPLORING THE DETERMINANTS OF MOTORCYCLE PURCHASE DECISIONS: PRODUCT DESIGN, QUALITY, LIFESTYLE, AND SERVICE QUALITY
DOI:
https://doi.org/10.35145/procuratio.v14i3.6108Keywords:
Product Design, Product Quality, Lifestyle, Service Quality, Purchase Decision, Desain Produk, Kualitas Produk, Gaya Hidup, Kualitas Pelayanan, Keputusan PembelianAbstract
This study examines the influence of product design, product quality, lifestyle, and service quality on motorcycle purchase decisions for the Benelli Petagonian Eagle 250 EFI at PT Sedayu Citra Mobil Pekanbaru. A quantitative approach was employed using random sampling with 100 respondents. Data were collected through questionnaires and analyzed using multiple linear regression with SPSS version 21. The results indicate that product design and product quality have positive but insignificant effects on purchase decisions. In contrast, lifestyle and service quality have positive and significant effects on purchase decisions. These findings indicate that consumers’ lifestyles and perceptions of service quality play important roles in influencing their decisions to purchase the Benelli Petagonian Eagle 250 EFI, while product design and product quality are not significant determinants in the context examined. The findings provide practical implications for motorcycle dealers to develop marketing strategies that are more responsive to consumer lifestyles and improve service quality to strengthen purchase decisions.
Penelitian ini bertujuan untuk menganalisis pengaruh desain produk, kualitas produk, gaya hidup, dan kualitas pelayanan terhadap keputusan pembelian sepeda motor Benelli Petagonian Eagle 250 EFI pada PT Sedayu Citra Mobil Pekanbaru. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik random sampling terhadap 100 responden. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan regresi linear berganda dengan bantuan SPSS versi 21. Hasil penelitian menunjukkan bahwa desain produk dan kualitas produk berpengaruh positif tetapi tidak signifikan terhadap keputusan pembelian. Sebaliknya, gaya hidup dan kualitas pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian. Temuan ini menunjukkan bahwa gaya hidup konsumen dan persepsi terhadap kualitas pelayanan merupakan faktor penting dalam memengaruhi keputusan pembelian sepeda motor Benelli Petagonian Eagle 250 EFI, sedangkan desain produk dan kualitas produk bukan merupakan faktor penentu yang signifikan dalam konteks penelitian ini. Temuan penelitian memberikan implikasi praktis bagi dealer sepeda motor untuk mengembangkan strategi pemasaran yang lebih responsif terhadap gaya hidup konsumen serta meningkatkan kualitas pelayanan guna memperkuat keputusan pembelian.
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