Pengaruh Harga, Persepsi Risiko, Kelompok Acuan, Desain Produk, dan Saluran Distribusi terhadap Keputusan Pembelian Helm Merek KYT di Kota Surabaya

Masrifah Masrifah; Didit Darmawan

doi:10.31004/riggs.v5i1.6724

Authors

Masrifah Masrifah Universitas Sunan Giri Surabaya
Didit Darmawan Universitas Sunan Giri Surabaya

DOI:

https://doi.org/10.31004/riggs.v5i1.6724

Keywords:

Harga, Persepsi Risiko, Kelompok Acuan, Desain Produk, saluran Distribusi, Keputusan Pembelian

Abstract

Persaingan industri helm yang semakin ketat menuntut produsen memahami faktor-faktor yang memengaruhi keputusan pembelian konsumen. Tujuan utama penelitian ini adalah untuk menganalisis pengaruh harga, persepsi risiko, kelompok acuan, desain produk, serta saluran distribusi terhadap keputusan pembelian helm merek KYT di Kota Surabaya. Pendekatan yang digunakan adalah kuantitatif dengan metode survei. Populasi penelitian adalah masyarakat Kota Surabaya yang pernah membeli dan menggunakan helm merek KYT. Sampel berjumlah 100 responden yang diperoleh melalui kuesioner online dengan teknik purposive sampling. Instrumen penelitian berupa kuesioner berskala Likert. Analisis data dilakukan dengan regresi linier berganda dengan bantuan software SPSS 26 melalui uji validitas, reliabilitas, asumsi klasik, uji t, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa harga (X1), persepsi risiko (X2), kelompok acuan (X3), dan desain produk (X4) berpengaruh positif signifikan terhadap keputusan pembelian (Y), sedangkan saluran distribusi (X5) berpengaruh negatif signifikan. Faktor dominan yang memengaruhi adalah desain produk. Penelitian ini berkontribusi dalam memberikan pemahaman empiris terkait faktor-faktor penentu keputusan pembelian serta memperkaya literatur pemasaran, khususnya mengenai perilaku konsumen dan strategi pemasaran produk otomotif. Temuan ini memberikan implikasi manajerial bagi perusahaan untuk lebih menekankan inovasi desain, strategi harga yang kompetitif, penguatan kepercayaan konsumen, serta pengelolaan distribusi yang efektif guna meningkatkan keputusan pembelian konsumen terhadap helm merek KYT.

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