Academia Open
Vol 8 No 1 (2023): June
Business and Economics

Exploring Vespa Motorcycle Purchasing: Brand Image, Features, and Emotional Desire
Pengaruh Citra Merek, Fitur, dan Keinginan Emosional terhadap Keputusan Pembelian: Studi Kuantitatif pada Sepeda Motor Vespa di Kota Sidoarjo


View Article Suplementary File
Similarity Check Result
  • Basysyar Hasna,
  • Lilik Indayani*
Basysyar Hasna
Universitas Muhammadiyah Sidoarjo, Indonesia
Lilik Indayani
Universitas Muhammadiyah Sidoarjo, Indonesia *

(*) Corresponding Author
Picture in here are illustration from public domain image or provided by the author, as part of their works
DOI: https://doi.org/10.21070/acopen.8.2023.3642
Published June 26, 2023
Keywords
  • Brand Image,
  • Features,
  • Emotional Desire,
  • Purchase Decision,
  • Vespa Motorcycles
How to Cite
Hasna, B., & Indayani, L. (2023). Exploring Vespa Motorcycle Purchasing: Brand Image, Features, and Emotional Desire. Academia Open, 8(1), 10.21070/acopen.8.2023.3642. https://doi.org/10.21070/acopen.8.2023.3642

Copyright (c) 2023 Basysyar Hasna, Lilik Indayani

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

This study aims to investigate the impact of brand image, features, and emotional desire on the purchase of Vespa motorcycles in Sidoarjo City, using a descriptive research design and quantitative methodology. A probability sampling technique was employed, and data were collected through questionnaires distributed to 97 Vespa motorcycle consumers. The obtained data were analyzed using multiple linear regression in SPSS version 22 for Windows. The results of validity and reliability tests indicated that all variables and questions were valid and reliable. The findings revealed that brand image, features, and emotional desire had a positive and significant influence on purchasing decisions. Thus, the study highlights the importance of these factors in shaping consumer behavior when purchasing Vespa motorcycles. These results have significant implications for marketers and businesses in enhancing their brand strategies and product features to attract and retain customers in the motorcycle market.

Highlights:

  • Brand image, features, and emotional desire significantly influence purchase decisions of Vespa motorcycles in Sidoarjo City.
  • Quantitative study using probability sampling technique and questionnaire distribution to 97 Vespa motorcycle consumers.
  • Findings have implications for marketers to enhance brand strategies and product features for attracting and retaining customers in the motorcycle market.

Keywords: Brand Image, Features, Emotional Desire, Purchase Decision, Vespa Motorcycles.

View Article Suplementary File
Similarity Check Result

Downloads

Metrics

Other format views
9

References

  1. Y. Dhian, “Pengaruh Brand Image, Green Marketing Strategy , dan Emotional Desire Terhadap Keputusan Pembelian Produk McDonald’s. Jurnal Ilmiah Manajemen,” 2020.
  2. W. Swasty, Branding Memahami dan Merancang Strategi Merek. Jakarta: Rosdakarya, 2016.
  3. G. Kotler, Philip; Amstrong, Prinsip-prinsip Pemasaran. Jakarta: Erlangga, 2012.
  4. G. Kotler, Philip; Amstrong, Prinsio-prinsip pemasaran, Jilid I. Jakarta: Erlangga, 2014.
  5. P. Kotler and K. L. Keller, Manajemen Pemasaran, Dua belas. Jakarta: Erlangga, 2012.
  6. H. Nurul, “Pengaruh brand image terhadap keputusan pembelian motor scuter matic Yamaha di Makassar." [7]Jurnal Asy-Syarikah: Jurnal Lembaga Keuangan, Ekonomi Dan Bisnis Islam,” vol. 2, 2020.
  7. F. M. Siom, “Pengaruh Brand Image Terhadap Keputusan Pembelian (Studi Pada Pembeli Kartu Perdana [9]Simpati Di Booth Telkomsel Matos)." Jurnal Administrasi Bisnis S1 Universitas Brawijaya,” 2016.
  8. S. Fikri, “Pengaruh Celebrity Endorser, Brand Image dan Fitur terhadap Keputusan Pembelian mobil Toyota di Kota Semarang.,” 2018.
  9. A. Andy, “Analisis Pengaruh Faktor Emosional dan Kualitas Pelayanan Terhadap Keputusan Pembelian Online,” 2019.
  10. Sugiyono, Metode Penelitian Kuantitatif, Kualitatif, Dan R&D, Kedua. Bandung: Alfabeta, 2019.
  11. F. Muhammad, “Pemasaran Produk dan Merek : Planing dan Strategy,” Jakata, 2018.
  12. R. Freddy, Analisis SWOT. Jakata: PT.Gramedia Pustaka Utama, 2015.
  13. Waidi, Embun Jiwa Bikin Hidup Lebih Hidup. Jakarta: Gramedia Pustaka Utama, 2012.
  14. A. Nina, “Pengaruh Penggunaan Metode AIDA (Attention, Interest, Desire, Action) Pada Iklan Online di Media Sosial Instagram Terhadap Keputusan Pembelian Produk Fashion oleh Mahasiswa Fakultas Syariah dan Ekonomi Islam UIN Antasari Banjarmasin.,” 2017.