PENGARUH WORD OF MOUTH, HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MOTOR LISTRIK DI KABUPATEN PONOROGO

THE INFLUENCE OF WORD OF MOUTH, PRICE AND PRODUCT QUALITY ON ELECTRIC MOTORCYCLE PURCHASE DECISIONS IN PONOROGO DISTRICT

Seiring berkembangnya zaman terjadi pertumbuhan dan kemajuan yang sangat pesat di bidang ilmu pengetahuan dan teknologi yang mengkibatkan teknologi dibidang otomotif semakin berkembang terutama motor sebagai alat transportasi sehari-hari yang banyak digunakan masyarakat indonesia yang beralih menggunakan Battrey Electric Vehicle atau dikenal motor listrik. Penelitian ini membahas mengenai pengaruh faktor Word of Mouth (WOM), harga, dan kualitas produk terhadap keputusan pembelian motor listrik di Kabupaten Ponorogo. Data primer diperoleh melalui kuisoner, penybaran dilakukan melalui google form kuisoner diisi oleh 105 responden pengguna motor listrik dan pernah melakukan pembelian motor listrik. Analisis data dilakukan dengan pendekatan kuantitatif menggunakan regresi linear berganda dengan aplikasi SPSS. Hasil penelitian ini menunjukkan bahwa word of mouth dan kualitas produk berpengaruh terhadap keputusan motor listrik di Kabupaten Ponorogo akan tetapi harga tidak berpengaruh terhadap keputusan pembelian motor listrik ini bisa dilihat dari hasil uji t yaitu 0.237 dengan nilai signifikansi 0,813 lebih besar dari 0,05.  Hasil penelitian diharapkan dapat memberikan pemahaman yang lebih mendalam mengenai faktor-faktor yang mempengaruhi keputusan pembelian motor listrik di Kabupaten Ponorogo, serta memberikan rekomendasi bagi produsen atau pelaku industri terkait untuk meningkatkan strategi pemasaran mereka dalam menghadapi pasar motor listrik yang semakin berkembang.

As time goes by, there is very rapid growth and progress in the field of science and technology which results in technology in the automotive sector increasingly developing, especially motorbikes as a means of daily transportation which is widely used by Indonesian people who have switched to using Battrey Electric Vehicles or known as electric motorbikes. This research discusses the influence of Word of Mouth (WOM), price and product quality on the decision to purchase electric motorbikes in Ponorogo Regency. Primary data was obtained through a questionnaire, distribution was carried out via Google form. The questionnaire was filled in by 105 respondents who used electric motorbikes and had previously purchased electric motorbikes. Data analysis was carried out using a quantitative approach using multiple linear regression with the SPSS application. The results of this research show that word of mouth and product quality influence the decision on electric motorbikes in Ponorogo Regency, however price does not influence the decision to purchase an electric motorbike. This can be seen from the t test results, namely 0.237 with a significance value of 0.813 which is greater than 0.05.  It is hoped that the research results will provide a deeper understanding of the factors that influence the decision to purchase electric motorbikes in Ponorogo Regency, as well as provide recommendations for manufacturers or related industry players to improve their marketing strategies in facing the increasingly growing electric motorbike market.

Keywords: word of mouth, price, product quality, purchasing decisions, electric motors.