Pengaruh Persepsi Harga dan Komunikasi Media Sosial Terhadap Purchase Intention Dimediasi Citra Merek dan Trust Pada Konsumen Sepeda Motor Listrik (Electric Vehicle). (The Effect of Price Perception and Social Media Communication on Purchase Intention Mediated by Brand Image and Trust in Electric Motorcycle (Electric Vehicle) Consumers).

Agus, Agus (2025) Pengaruh Persepsi Harga dan Komunikasi Media Sosial Terhadap Purchase Intention Dimediasi Citra Merek dan Trust Pada Konsumen Sepeda Motor Listrik (Electric Vehicle). (The Effect of Price Perception and Social Media Communication on Purchase Intention Mediated by Brand Image and Trust in Electric Motorcycle (Electric Vehicle) Consumers). Masters thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Sepeda motor menjadi bagian tak terpisahkan dari aktivitas masyarakat, terutama untuk kebutuhan sehari-hari, seperti di tengah kemacetan dan polusi udara yang disebabkan oleh emisi kendaraan bermotor. Oleh karena itu, keberadaan sepeda Motor Listrik menjadi semakin penting. Persaingan di industri sepeda Motor Listrik pun semakin ketat, mendorong produsen untuk meningkatkan citra dan kualitas produk mereka dengan harga yang lebih terjangkau agar dapat bersaing. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Persepsi Harga Dan Komunikasi Media Sosial Terhadap Purchase Intention Dimediasi Citra Merek Dan Trust Pada Konsumen Sepeda Motor Listrik (Electric Vehicle) di kota Manokwari Papua. Penelitian ini menggunakan metode kuantitatif dengan sumber data primer diperoleh dari penyebaran kuesioner. Populasi penelitian adalah pengguna sepeda Motor Listrik di kota Manokwari. Pemilihan responden dilakukan dengan metode non-probability sampling jenuh dengan jumlah responden sebanyak 150 orang. Metode analisis data menggunakan analisis deskriptif dan analisis SEM-PLS. Hasil penelitian menunjukkan bahwa variabel persepsi harga dan komunikasi Media Sosial berpengaruh positif dan signifikan terhadap Purchase Intention melalui Citra Merek dan trust pada konsumen sepeda Motor Listrik (Electric Vehicle) di kota Monokwari Papua.

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