Pengaruh Persepsi Harga dan Citra Mobil Listrik terhadap Keputusan Pembelian dengan Perceived Value sebagai Variabel Intervening: Sebuah Kajian Naratif
DOI:
https://doi.org/10.54082/jupin.2658Kata Kunci:
citra merek, kajian naratif, keputusan pembelian, mobil listrik, perceived value, persepsi hargaAbstrak
Berbagai insentif fiskal dan non-fiskal telah diberikan oleh pemerintah, adopsi kendaraan listrik di Indonesia masih menghadapi banyak tantangan. Tujuan penelitian ini adalah untuk membuat model konseptual tentang bagaimana persepsi harga dan gambar mobil listrik memengaruhi keputusan pembelian dengan perceived value sebagai variabel intervening. Metode yang digunakan adalah mensintesis hasil dari 28 artikel jurnal terindeks Scopus dan SINTA yang diterbitkan antara tahun 2019 dan 2025.Da tabase seperti Scopus, Google Scholar, SINTA, SciSpace, dan Mendeley digunakan untuk melakukan penelitian literatur. Dari 627 artikel yang ditemukan, 176 diidentifikasi sebagai artikel unik, 89 melewati skrining judul dan abstrak, 45 memenuhi kelayakan full text, dan 28 artikel terakhir digunakan dalam sintesis naratif. Hasil sintesis menunjukkan bahwa persepsi harga berpengaruh positif terhadap perceived value dan keputusan pembelian; citra mobil listrik berpengaruh positif terhadap perceived value dan keputusan pembelian; dan perceived value terbukti secara parsial maupun penuh memediasi hubungan ini. Dengan menggabungkan Theory of Planned Behavior dan Theory of Consumer Value, model konseptual yang diusulkan membantu produsen mobil listrik merancang strategi pemasaran yang berhasil untuk pasar Indonesia.
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