Pengaruh Perceived Quality dan Brand Experience terhadap Keputusan Pembelian Motor Yamaha Mio (Studi pada Yamaha Flagship Shop (FSS) Kota Semarang)

Abstract

Yamaha Mio is one of the most popular products from Yamaha by the public. Every brand requires elements such as perceived quality and brand experience in order to improve consumer purchasing decisions. Based on a survey of top brands regarding the best product in its class (motor matic), Yamaha Mio is still inferior to its competitors, namely Honda Beat and Honda Vario. From these data, it shows that the consumer experience of Yamaha Mio is still not good compared to its competitors' products. In addition, there are still some consumer complaints about the quality of the Yamaha Mio such as the lights are not bright enough, the gasoline is a little wasteful, and the suspension slams hard. Whereas perceived quality can be achieved if the product is in accordance with the wishes and needs of consumers. So looking at the problems above, this study aims to determine the effect of perceived quality and brand experience on purchasing decisions for Yamaha Mio. The type of research used is explanatory research, the number of samples in this study are 100 respondents who have purchased a Yamaha Mio at Yamaha Flagshipshop Semarang during the last 3 years using a non-probabilty sampling technique, namely purposive sampling. In this study to prove the influence between variables using various tests such as validity tests, reliability tests, correlation coefficients, coefficients of determination, simple and multiple regression analysis and significant tests, namely the t test and F test. In processing the data in this study using the help of SPSS software version 26 with the results that there is a positive and significant influence on the perceived quality variable on purchasing decisions, then there is a positive and significant influence on the brand experience variable on purchasing decisions and there is a positive and significant influence on the perceived quality and brand experience variables on purchasing decisions.


Yamaha Mio merupakan salah produk dari Yamaha yang paling banyak diminati oleh masyarakat. Setiap brand memerlukan adanya elemen seperti persepsi kualitas dan pengalaman merek agar dapat meningkatkan keputusan pembelian konsumen. Beradasarkan survei top brand mengenai produk terbaik dikelasnya (motor matic) Yamaha mio masih kalah dengan kompetitornya yaitu Honda beat dan honda Vario. Dari data tersebut menunjukan jika pengalaman konsumen terhadap yamaha mio tergolong masih kurang baik dibandingkan dengan produk kompetitornya. Selain itu, masih terdapat beberapa keluhan konsumen mengenai kualitas dari yamaha mio seperti lampu yang kurang terang,bensin yang sedikit boros,dan bantingan suspensi yang keras. Padahal perceived quality dapat tercapai apabila produk sesuai dengan keinginan dan kebutuhan dari konsumen. Maka melihat permasalahan diatas penelitian ini bertujuan untuk mengetahui pengaruh perceived quality dan brand experience terhadap keputusan pembelian Yamaha Mio. Tipe penelitian yang digunakan yaitu explanatory research, jumlah sampel pada penelitian ini yaitu sebanyak 100 responden yang pernah melakukan pembelian yamaha mio di Yamaha Flagshipshop  Kota Semarang selama 3 tahun terakhir dengan menggunakan teknik non probabilty sampling yaitu purposive sampling. Pada penelitian ini untuk membuktikan pengaruh antar variabel menggunakan berbagai uji seperti uji validitas,uji reliabilitas, koefisien korelasi, koefisien determinasi,analisis regresi sederhana dan berganda serta uji signifikan yaitu uji t dan uji F. Dalam mengolah data dalam penelitian ini menggunakan bantuan software SPSS versi 26 dengan hasil terdapat pengaruh positif dan signifikan variabel perceived quality  terhadap keputusan pembelian, lalu terdapat pengaruh yang positif dan signifikan variabel brand experience terhadap keputusan pembelian serta terdapat pengaruh positif dan signifikan variabel perceived quality dan brand experience terhadap keputusan pembelian.