Pengaruh Technology, Brand Image dan Lifestyle terhadap Keputusan Pembelian Mobil Listrik Merek BYD di Manado

Jenifer Palit; Agus Supandi Soegoto; Christy Natalia Rondonuwu

doi:10.71456/sur.v5i1.2682

Authors

Jenifer Palit* Universitas Sam Ratulangi Manado
Agus Supandi Soegoto Universitas Sam Ratulangi Manado
Christy Natalia Rondonuwu Universitas Sam Ratulangi Manado

DOI:

https://doi.org/10.71456/sur.v5i1.2682

Keywords:

Technology, Brand Image, Lifestyle, Keputusan Pembelian, Mobil Listrik BYD

Abstract

Perkembangan kendaraan listrik mendorong perubahan preferensi konsumen dalam memilih kendaraan yang tidak hanya mempertimbangkan fungsi transportasi, tetapi juga kecanggihan teknologi, citra merek, dan kesesuaian dengan gaya hidup. Kondisi tersebut menjadi penting dalam memahami keputusan konsumen terhadap mobil listrik BYD yang mulai berkembang di Kota Manado. Penelitian ini bertujuan untuk menganalisis pengaruh technology, brand image, dan lifestyle terhadap keputusan pembelian mobil listrik merek BYD di Manado, baik secara parsial maupun simultan. Penelitian menggunakan pendekatan kuantitatif dengan metode asosiatif. Sampel penelitian terdiri atas 85 responden yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner menggunakan skala Likert dan dianalisis dengan regresi linear berganda menggunakan SPSS. Hasil penelitian menunjukkan bahwa technology berpengaruh positif tetapi tidak signifikan terhadap keputusan pembelian dengan koefisien regresi 0,127 dan nilai signifikansi 0,229. Brand image berpengaruh positif dan signifikan dengan koefisien 0,372 dan signifikansi 0,003, sedangkan lifestyle berpengaruh positif dan signifikan dengan koefisien 0,331 dan signifikansi 0,035. Secara simultan, technology, brand image, dan lifestyle berpengaruh signifikan terhadap keputusan pembelian dengan nilai F sebesar 10,973 dan signifikansi 0,000. Nilai R² sebesar 0,289 menunjukkan bahwa ketiga variabel mampu menjelaskan 28,9% variasi keputusan pembelian. Penelitian ini menyimpulkan bahwa penguatan brand image dan kesesuaian produk dengan lifestyle konsumen menjadi faktor penting dalam meningkatkan keputusan pembelian mobil listrik BYD di Manado.

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