PENGARUH BRAND TRUST, BRAND AWARENESS, DAN BRAND POSITIONING TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR LISTRIK

Wildanto, Muhamad Arsyi Budi (2025) PENGARUH BRAND TRUST, BRAND AWARENESS, DAN BRAND POSITIONING TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR LISTRIK. Bachelor thesis, Institut Teknologi Kalimantan.

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Abstract

Penelitian ini dilatarbelakangi oleh perkembangan pesat industri sepeda motor listrik di Indonesia, didorong oleh dukungan pemerintah dan meningkatnya kesadaran masyarakat akan teknologi ramah lingkungan. Penelitian ini bertujuan untuk menganalisis pengaruh brand trust, brand awareness, dan brand positioning terhadap keputusan pembelian sepeda motor listrik, khususnya produk Honda EM1 e.. Penelitian ini dilakukan di Kota Bekasi, dimana data dikumpulkan pada tahun 2024 dari total 100 konsumen sepeda motor listrik dan non-motor listrik melalui penyebaran kuesioner. Data yang diperoleh kemudian dianalisis menggunakan regresi linear berganda dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa brand trust, brand awareness dan brand positioning memiliki pengaruh signifikan terhadap keputusan pembelian konsumen. Penelitian ini memberikan wawasan penting bagi perusahaan otomotif dalam merancang strategi pemasaran yang lebih efektif untuk mendukung adopsi sepeda motor listrik di Indonesia. Kata Kunci :brand trust, brand awareness, brand positioning, SPSS, keputusan pembelian

Item Type:	Thesis (Bachelor)
Subjects:	T Technology > T Technology (General) T Technology > TL Motor vehicles. Aeronautics. Astronautics T Technology > TX Home economics
Divisions:	Jurusan Teknologi Industri dan Proses > Teknik Industri
Depositing User:	Muhamad Arsyi Budi Wildanto
Date Deposited:	04 Jul 2025 03:12
Last Modified:	04 Jul 2025 03:12
URI:	http://repository.itk.ac.id/id/eprint/22724

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