Examining The Mediating Role of Electric Motorbike Purchase Decisions in Medan City, Indonesia

Abstract

This study seeks to examine and evaluate the effects of brand awareness, pricing, and product quality on consumer purchasing decisions, with perceived value acting as a mediating variable among electric motorbike users in Medan City. The target population comprises all electric motorbike owners currently operating their vehicles in Medan, although the exact population size remains unspecified. A total of 100 respondents were selected as the research sample using the Lemeshow sampling method. Data were gathered through questionnaires, where the researchers engaged directly with participants, and responses were collected via a Google Form. Analytical methods employed in this study include descriptive statistics and path analysis using the Partial Least Squares (PLS) approach. The findings indicate that brand awareness, price, and product quality each significantly affect purchasing decisions. While brand awareness does not significantly impact perceived value, both price and product quality do. Furthermore, perceived value has a direct effect on purchasing decisions. However, when mediated by perceived value, brand awareness does not influence purchasing decisions, whereas both price and product quality-ty do.