PENGARUH PERSEPSI KUALITAS TERHADAP KEINGINAN MEMBELI PRODUK OTOMOTIF DI ERA PANDEMI COVID-19 DENGAN PROMOSI DAN BRAND IMAGE SEBAGAI VARIABEL MODERATING

Muhammad Ibrahim Ats-Tsauri, Muhammad Syahri Nur Afif, Yulizan Rizki, Alfa Firdaus

Abstract


Pandemi COVID-19 telah memberikan dampak besar pada penjualan produk otomotif. Kontribusi industri manufaktur mobil terhadap PDB pada 2020 tercatat mengalami penurunan sebesar 14,10% atau setara Rp 23,7 triliun. Hal ini karena penjualan mobil mengalami penurunan 48.4%. Penelitian ini bertujuan untuk mengetahui pengaruh persepsi kualitas terhadap keinginan membeli produk otomotif di era pandemi COVID-19 dengan promosi dan brand image sebagai variabel moderating. Variabel yang dipilih adalah persepsi kualitas produk dan keinginan membeli, dengan promosi dan brand image sebagai variabel moderating. Uji statistik dan pengolahan data dilakukan dengan metoda SEM-PLS pada software SmartPLS 3.0, disertai dengan bootstrapping. Temuan penelitian menunjukan bahwa: (1) Persepsi kualitas berpengaruh secara moderat terhadap promosi; (2) Persepsi kualitas berpengaruh secara moderat terhadap keinginan membeli; (3) Persepsi kualitas tidak berpengaruh terhadap brand image; (4) Promosi berpengaruh secara moderat terhadap brand image; (5) Promosi tidak memiliki pengaruh terhadap keinginan membeli; dan (6) Brand image berpengaruh secara moderat terhadap keinginan membeli.

Keywords


Automotive; covid-19; SEM-PLS; perceived quality; brand image; buying intention

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DOI: http://dx.doi.org/10.22441/pasti.2022.v16i1.006

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