Pengaruh Promosi, Harga dan Daya Tarik Produk terhadap Minat Konsumen untuk Beralih menggunakan Sepeda Listrik

Syaifuddin Fahmi

Abstract


Abstract 

This research aims to investigate the influence of promotion, price and product attractiveness on consumer interest in switching to using electric bicycles. Electric bicycles as an environmentally friendly transportation innovation are increasingly gaining attention in society. Therefore, understanding the factors that influence consumer interest in choosing electric bicycles is very important for industry and government players. This research uses a survey method by distributing questionnaires to respondents who are potential users of electric bicycles in Malang City. The number of respondents studied was 150 people. Independent variables include promotion, price and product attractiveness, while the dependent variable is consumer interest in switching to using electric bicycles. Data analysis was carried out using regression techniques to assess the extent to which these independent variables can predict consumer interest. The results of this research show that promotional variables and product attractiveness have a significant effect on consumer interest in switching to using electric bicycles. The findings further show that price has a significant negative influence on switching intention, meaning that the higher the price offered, the less interest consumers have in switching to using electric bicycles.

 

Keywords— Electric bicycle, price, promotion, product attractiveness, switching interest.

 

Abstrak


Penelitian ini bertujuan untuk menginvestigasi pengaruh promosi, harga, dan daya tarik produk terhadap minat konsumen untuk beralih menggunakan sepeda listrik. Sepeda listrik sebagai inovasi transportasi ramah lingkungan semakin mendapatkan perhatian dalam masyarakat. Oleh karena itu, pemahaman faktor-faktor yang memengaruhi minat konsumen untuk memilih sepeda listrik menjadi sangat penting bagi pelaku industri dan pemerintah. Penelitian ini menggunakan metode survei dengan menyebarkan kuesioner kepada responden yang merupakan pengguna potensial sepeda listrik di Kota Malang. Jumlah responden yang diteliti adalah 150 orang. Variabel independen meliputi promosi, harga, dan daya tarik produk, sementara variabel dependen adalah minat konsumen untuk beralih menggunakan sepeda listrik. Analisis data dilakukan dengan menggunakan teknik regresi untuk menilai sejauh mana variabel-variabel independen tersebut dapat memprediksi minat konsumen. Hasil dari penelitian ini menunjukkan bahwa variabel promosi dan daya tarik produk berpengaruh signifikan terhadap minat konsumen untuk beralih menggunakan sepeda listrik. Temuan selanjutnya menunjukkan bahwa harga memiliki pengaruh yang signifikan negatif  terhadap minat beralih, artinya bahwa semakin tinggi harga yang ditawarkan maka semakin kecil minat yang dimiliki konsumen untuk beralih menggunakan sepeda listrik


Kata kunciSepeda listrik, harga, promosi, daya tarik produk, minat berpindah.

 


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DOI: http://dx.doi.org/10.47201/jamin.v6i1.199

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