Kevin Patrick Mahamudu :
Pengaruh perceived quality terhadap purchase intention yang di mediasi oleh brand preference terhadap konsumen sepeda motor brand Yamaha Surabaya


Saat ini pasar domestik dari produk sepeda motor dikuasai oleh brand Honda. Salah satu kompetitor utama dari brand Honda adalah Yamaha yang menduduki peringkat dua untuk pangsa pasar domestik namun lebih unggul dalam pasar ekspor. Penelitian ini bertujuan untuk mengetahui pengaruh dari perceived quality terhadap purchase intention yang dimediasi oleh brand preference pada brand motor Yamaha. Penelitian dilakukan terhadap 153 orang responden penelitian yang merupakan anggota komunitas motor Yamaha (YNCI atau YROI Chapter Surabaya). Data penelitian dikumpulkan dengan penyebaran kuesioner dan hasil yang diperoleh dianalisis menggunakan metode Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa perceived quality berpengaruh terhadap brand preference dan juga terhadap purchase intention. Brand preference juga didapati berpengaruh terhadap purchase intention. Dalam penelitian ini juga ditemukan adanya pengaruh mediasi dari variabel brand preference.


Kata Kunci: perceived quality, brand preference, purchase intention, motor, Yamaha



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