Faktor-Faktor yang Mempengaruhi Minat Beli Mobil Listrik di Banten

Authors

  • martina rahmawati masitoh Universitas Serang Raya
  • Jaka Pradana Universitas Serang Raya

DOI:

https://doi.org/10.30656/ys1af120

Abstract

Abstrak:  Penelitian yang dilakukan bertujuan menyelidiki bagaimana pengaruh dari iklan, citra merek, serta harga pada minat beli mobil listrik di Banten. Studi ini menggunakan metode kuantitatif dengan menerapkan metode survey yang melibatkan penyebaran kuesioner ke responden. Penelitian ini melibatkan 125 responden. Penelitian ini menggunakan purposive sampling dalam menentukan sampel. Dalam penelitian ini, SPSS versi 27 digunakan untuk mendukung analisis data. Pengujian validitas, reliabilitas, analisis regresi linear berganda, uji t (secara parsial), dan uji F (secara simultan), serta koefisien determinasi digunakan sebagai analisis statistik pada penelitian ini. Hasil studi mengungkapkan bahwa variabel iklan, citra merek, dan harga secara parsial mempunyai pengaruh yang positif, dan signifikan terhadap minat beli. Selain itu, secara simultan, iklan, citra merek, dan harga mempunyai pengaruh yang positif serta signifikan terhadap minat beli mobil listrik di Banten.

Kata kunci: Citra Merek, Harga, Iklan, Minat beli, and Mobil Listrik

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Published

2025-12-31

Issue

Vol. 15 No. 2 (2025): Jurnal Manajemen

Section

Articles

License

Copyright (c) 2026 martina rahmawati masitoh, Jaka Pradana

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