Subroto, Gatot (2025) ANALISIS PERSEPSI HARGA SEBAGAI MEDIATOR DALAM HUBUNGAN LAYANAN PURNA BELI DAN EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN MOTOR BEKAS DI KOTA SEMARANG. Thesis thesis, STIE Bank BPD Jateng.
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Abstract
Purpose – This study analyzes how after-sales service, brand equity, and price perception influence the purchase decision of used motorcycles. Additionally, it examines the role of price perception as a mediator in the relationship between after-sales service and brand equity with purchase decisions. Design/Methodology – The sample was selected using purposive sampling with the Snowball Sampling technique through 34 used motorcycle dealers in Semarang. Questionnaires were distributed to consumers who purchased used motorcycles during the 2021-2024 period from January 20-25, 2025. A total of 414 questionnaires were distributed, with 402 valid responses (97.10%). The analysis was conducted using PLS-SEM with SmartPLS 4. Findings – The results indicate that after-sales service, brand equity, and price perception significantly influence used motorcycle purchase decisions. Price perception also acts as a mediator between after-sales service and brand equity with purchase decisions. Originality/Value – This study confirms that brand equity and after-sales service play a crucial role in shaping price perception and purchase decisions of used motorcycles in Semarang. The findings emphasizes brand equity and purchase decision theories while highlighting the importance of price perception as a mediator in consumer decisions. Keywords: After-Sales Service, Brand Equity, Price Perception, Purchase Decision, Used Motorcycles.
| Item Type: | Thesis (Thesis) |
|---|---|
| Additional Information: | Abstrak Tujuan – Penelitian ini menganalisis bagaimana layanan purna beli, ekuitas merek dan persepsi harga mempengaruhi keputusan pembelian motor bekas. Selain itu, penelitian ini menguji peran persepsi harga sebagai mediator dalam hubungan antara layanan purna beli dan ekuitas merek dengan keputusan pembelian. Desain/Metodologi – Sampel diambil dengan purposive sampling menggunakan teknik Snowball Sampling melalui 34 dealer motor bekas di Semarang. Kuesioner didistribusikan kepada konsumen yang membeli motor bekas periode 2021-2024 pada 20-25 Januari 2025. Sebanyak 414 kuesioner dibagikan, dengan 402 tanggapan valid (97,10%). Analisis dilakukan menggunakan PLS-SEM dengan SmartPLS 4. Temuan – Hasil penelitian menunjukkan bahwa layanan purna beli, ekuitas merek dan persepsi harga berpengaruh dan signifikan terhadap keputusan pembelian motor bekas. Persepsi harga berperan sebagai mediator antara layanan purna beli dan ekuitas merek dengan keputusan pembelian. Orisinalitas/Nilai – Penelitian ini menegaskan bahwa ekuitas merek dan layanan purna beli berperan dalam membentuk persepsi harga dan keputusan pembelian motor bekas di Semarang. Temuan ini memperkuat teori ekuitas merek dan keputusan pembelian, serta menekankan pentingnya persepsi harga sebagai mediator dalam keputusan konsumen. Kata kunci: Layanan purna Beli, Ekuitas Merek, Persepsi Harga, Keputusan Pembelian, Motor Bekas. |
| Uncontrolled Keywords: | Layanan purna Beli, Ekuitas Merek, Persepsi Harga, Keputusan Pembelian, Motor Bekas. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HN Social history and conditions. Social problems. Social reform |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Wisudawan S2 |
| Date Deposited: | 19 Sep 2025 03:18 |
| Last Modified: | 19 Sep 2025 03:18 |
| URI: | http://eprints.stiebankbpdjateng.ac.id/id/eprint/2498 |
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