Pengaruh Kualitas Produk, Citra Merek, Dan Harga Terhadap Keputusan Pembelian Mobil Di Wuling Arista Garuda Kemayoran

Alma Yulia Fadhilah; Mahmud Mahmud; Herminda Herminda; Desi Ampriani

Alma Yulia Fadhilah Fakultas Ekonomi dan Bisnis Universitas Persada Indonesia Y.A.I
Mahmud Mahmud Fakultas Ekonomi dan Bisnis Universitas Persada Indonesia Y.A.I
Herminda Herminda Fakultas Ekonomi dan Bisnis, Universitas Persada Indonesia Y.A.I
Desi Ampriani Fakultas Ekonomi dan Bisnis Universitas Persada Indonesia Y.A.I

Keywords: Purchase Decision, Product Quality, Brand Image, Price

Abstract

This study is motivated by Wuling's sales lagging behind Japanese brands and BYD, and by fluctuating Wuling Air EV sales at Wuling Arista Garuda Kemayoran in 2025. It aims to determine the effect of Product Quality, Brand Image, and Price on Purchase Decisions for the Wuling Air EV at Wuling Arista Garuda Kemayoran. This study used a quantitative method, with a population of 200 consumers from January to December 2025, and a sample of 160 respondents obtained through purposive sampling. Questionnaires were distributed to consumers who had purchased a Wuling Air EV at least once and were aged at least 20 years or married. Data were processed using PLS-SEM with SmartPLS version 3. Results show Product Quality (0.314; t 2.755; p 0.006), Brand Image (0.392; t 3.913; p 0.000), and Price (0.277; t 4.022; p 0.000) each had a positive and significant effect on Purchase Decisions, so all hypotheses were accepted. The R-Square value of 0.714 shows the three variables jointly explain 71.4% of Purchase Decisions (strong category); the remaining 28.6% is explained by other variables.

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