PENGARUH CITRA MEREK DAN MINAT BELI TERHADAP KEPUASAN KONSUMEN MOTOR LISTRIK DI SPC (SAHABAT PERSERAYA CENTRAL) MAUMERE

Abstract

The development of transportation technology and growing public awareness of using environmentally friendly vehicles have driven the growth of the electric motorcycle industry in Indonesia, including in Maumere City. However, this development still faces various problems, such as low brand recognition, public doubts about product quality, battery durability, and fluctuations in the number of electric motorcycle customers at SPC Maumere. Customer data shows an increase in 2024 but a decrease in 2025. In addition, a pre-survey showed a consumer satisfaction level of 68.13% with a satisfaction gap of 31.87%, indicating that consumer satisfaction has not yet reached an optimal level. This situation highlights the importance of brand image and purchase intention in improving consumer satisfaction. 

This study aims to: (1) understand the general overview of brand image, purchase interest, and consumer satisfaction of electric motorcycles at SPC Maumere; (2) analyze the partial influence of brand image on consumer satisfaction; (3) analyze the partial influence of purchase interest on consumer satisfaction; and (4) analyze the simultaneous effect of brand image and purchase interest on consumer satisfaction of electric motorcycles at SPC Maumere. This study uses a quantitative approach with a survey method. The population of the study consists of all electric motorcycle consumers at SPC Maumere. Sampling was done using a purposive sampling technique. Data was collected through questionnaires, observations, interviews, and documentation. The data analysis techniques used include descriptive analysis, validity test, reliability test, classical assumption test, multiple linear regression analysis, partial test (t-test), simultaneous test (F-test), and coefficient of determination (R²). The research results are expected to show that a good brand image will increase consumer trust in SPC electric motorcycles, which in turn will boost consumer satisfaction. In addition, a high purchase intention is also expected to help create a positive buying experience and increase consumer satisfaction. Simultaneously, brand image and purchase intention are predicted to have a positive and significant impact on consumer satisfaction with SPC Maumere electric motorcycles.

This research is expected to provide theoretical contributions to the development of marketing management knowledge, especially regarding consumer behavior in the electric vehicle industry. Practically, the results of this study can serve as a consideration for SPC Maumere in formulating more effective marketing strategies to enhance brand image, purchase intention, and consumer satisfaction, thus helping retain customers and increase the company's competitiveness.

 Keywords: Brand Image, Purchase Intention, Customer Satisfaction, Electric Motorcycles, SPC Maumere.