Pengaruh Citra Merek Terhadap Keputusan Pembelian Mobil Nissan Grand Livina Melalui Word of Mouth Sebagai Variabel Intervening di PT Wahana Trans Lestari Medan

Abstract

Perkembangan industri otomotif yang begitu pesat sekarang ini turut meningkatkan persaingan antar perusahaan, khususnya persaingan pada industri kendaraan roda empat di Indonesia. Penerapan strategi bisnis yang tepat menjadi dasar bagi perusahaan untuk dapat bersaing dengan kompetitornya. Sebagai perusahaan dealer resmi penjual merek Nissan, PT Wahana Trans Lestari Medan harus bersaing dengan kompetitor lainnya yang menawarkan produk dengan merek ternama. Penjualan mobil merek Nissan di PT Wahana Trans Lestari Medan khususnya Nissan Grand Livina cenderung mengalami penurunan sejak tahun 2015. Banyak faktor yang dapat mempengaruhi tingkat penjualan di PT Wahana Trans Lestari Medan, diantaranya citra merek yang melekat pada mobil Nissan Grand Livina tersebut dan aktivitas promosi dari mulut ke mulut terhadap salah satu mobil andalan Nissan tersebut. Penelitian ini bertujuan untuk mengetahui: 1) pengaruh citra merek terhadap word of mouth. 2) pengaruh citra merek terhadap keputusan pembelian mobil Nissan Grand Livina di PT Wahana Trans Lestari Medan. 3) pengaruh word of mouth terhadap keputusan pembelian mobil Nissan Grand Livina di PT Wahana Trans Lestari Medan. 4) pengaruh citra merek secara tidak langsung terhadap keputusan pembelian mobil Nissan Grand Livina melalui word of mouth sebagai variabel intervening di PT Wahana Trans Lestari Medan. Populasi dalam penelitian ini berjumlah 321. Penentuan ukuran sampel menggunakan rumus Slovin dengan error tolerance = 10%, sehingga diperoleh sampel penelitian sebanyak 77 responden. Teknik analisis data pada penelitian ini menggunakan analisis jalur (path analysis) pada taraf signifikansi = 0,1. Hasil penelitian menunjukkan bahwa: 1) citra merek berpengaruh positif dan signifikan terhadap word of mouth. 2) citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian mobil Nissan Grand Livina di PT Wahana Trans Lestari Medan. 3) word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian mobil Nissan Grand Livina di PT Wahana Trans Lestari Medan. 4) citra merek tidak berpengaruh secara tidak langsung terhadap keputusan pembelian mobil Nissan Grand Livina melalui word of mouth sebagai variabel intervening di PT Wahana Trans Lestari Medan.

The development of the automotive industry which is so rapid now also contributes to competition among companies, especially competition in the fourwheeled vehicle industry in Indonesia. The application of the right business strategy is the basis for companies to be able to compete with their competitors. As an official dealer of Nissan brand sellers, PT Wahana Trans Lestari Medan must compete with other competitors who offer products with well-known brands. Sales of Nissan brand cars at PT Wahana Trans Lestari Medan especially the Nissan Grand Livina tend to decline since 2015. Many factors can affect the level of sales at PT Wahana Trans Lestari Medan, including the brand image attached to the Nissan Grand Livina car and promotional activities from word of mouth about one of Nissan's flagship cars. This study aims to determine: 1) the effect of brand image on word of mouth. 2) the effect of brand image on purcashing decision of Nissan Grand Livina car at PT Wahana Trans Lestari Medan. 3) the effect of word of mouth on purcashing decision of Nissan Grand Livina car at PT Wahana Trans Lestari Medan. 4) the indirect effect of brand image on purchasing decision of Nissan Grand Livina car through word of mouth as an intervening variable at PT Wahana Trans Lestari Medan. The population in this study amounted to 321. Determination of sample size using the Slovin formula with error tolerance = 10%, so as to obtain the study sample of 77 respondents. Data Analysis technique in this study using path analysis at the significance level = 0,1. The results of the study indicated that: 1) brand image has a positive and significant effect on word of mouth. 2) brand image has a positive and significant effect on purchasing decision of Nissan Grand Livina car at PT Wahana Trans Lestari Medan. 3) word of mouth has a positive and significant effect on purchasing decision of Nissan Grand Livina car at PT Wahana Trans Lestari Medan. 4). Brand image doesn’t indirectly affect the purchasing decision of Nissan Grand Livina car through word of mouth as an intervening variable at PT Wahana Trans Lestari Medan.