Analisis Pengaruh Brand Equity dan Service Quality terhadap Kepuasan Pelanggan serta Niat Beli Produk Otomotif China di Kota Samarinda
DOI:
https://doi.org/10.63822/c5nkc573Keywords:
Brand Equity, Service Quality, Customer Satisfaction, Purchase Intention, Otomotif China, SEM-PLSAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh Brand Equity dan Service Quality terhadap Customer Satisfaction serta dampaknya terhadap Purchase Intention pada produk otomotif merek China di Kota Samarinda. Industri otomotif China seperti Wuling, DFSK, Chery, MG, dan BYD semakin berkembang di pasar Indonesia dengan menawarkan produk yang kompetitif dari sisi harga, kualitas, dan layanan purna jual. Fenomena ini menunjukkan adanya perubahan preferensi konsumen yang menarik untuk dikaji lebih dalam melalui perspektif perilaku konsumen. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Structural Equation Modeling-Partial Least Squares (SEM-PLS). Populasi penelitian meliputi konsumen pengguna maupun calon pengguna mobil merek China di Kota Samarinda, dengan jumlah sampel sebanyak 120 responden yang diperoleh melalui teknik purposive sampling. Instrumen penelitian terdiri dari empat variabel utama: Brand Equity, Service Quality, Customer Satisfaction, dan Purchase Intention, yang diukur menggunakan 20 indikator terverifikasi. Hasil penelitian menunjukkan bahwa Brand Equity dan Service Quality berpengaruh positif dan signifikan terhadap Customer Satisfaction dan Purchase Intention. Selain itu, Customer Satisfaction berpengaruh positif signifikan terhadap Purchase Intention, sekaligus berperan sebagai variabel mediasi yang memperkuat hubungan antara Brand Equity dan Service Quality terhadap Purchase Intention. Nilai R² Customer Satisfaction sebesar 0,399 dan R² Purchase Intention sebesar 0,552, yang mengindikasikan bahwa model penelitian memiliki kemampuan prediktif yang moderat. Temuan ini memperkuat teori perilaku konsumen yang menegaskan bahwa persepsi positif terhadap merek dan kualitas layanan yang baik dapat meningkatkan kepuasan pelanggan dan mendorong niat beli. Dalam konteks produk otomotif China di Samarinda, hasil penelitian ini menekankan pentingnya strategi pemasaran yang berorientasi pada pelanggan, melalui penguatan citra merek, peningkatan layanan purna jual, dan pemeliharaan hubungan jangka panjang dengan konsumen.
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Copyright (c) 2025 Rizqin Ilman, Fachmi Azhari , Iwan Haryanto , Gusti Noorlitaria Achmad (Author)
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