Jakman

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Vol. 7 No. 2 (2026): Maret

Articles

Influence of Product and Price on Electric Motorcycle Purchases in Pontianak

D Dio Suhadi S Sumiyati Sumiyati
31 March 2026 Vol. 7 No. 2 (2026): Maret https://doi.org/10.35912/jakman.v7i2.4807
Abstract

Purpose: This study aims to evaluate the influence of price and product characteristics on consumers’ decisions to purchase electric motorbikes at CV Sinergi Grafika Perkasa in Pontianak City.

Methodology: An associative study design was employed, with 117 respondents selected using saturation sampling. Data were analyzed using multiple linear regression, the multiple correlation coefficient (R), the coefficient of determination (R²), an F-test (Simultaneous Test), and a t-test (Partial Test).

Results: The regression equation obtained was Y = 2.33 + 0.123X1 + 0.496X2. The multiple correlation coefficient (R) of 0.992 indicates a very strong relationship between product and price in the decision to purchase electric motorbikes. The coefficient of determination (R²) was 0.983, indicating that the variables explained 98.3% of the variance in purchasing decisions, with the remaining 1.7% attributed to external factors not explored in this study. The F test revealed that both price and product characteristics simultaneously influenced the purchasing decision. The t-test showed that while price did not significantly impact the decision to purchase, product characteristics had a significant partial effect.

Conclusions: This study highlights the critical role of product characteristics in purchasing decisions, suggesting a shift in consumer preferences towards product value over price, particularly for eco-friendly products.

Limitations: This study was limited by the exclusion of external factors that could also influence purchasing decisions.

Contributions: This study provides insights for marketing strategies, particularly for promoting environmentally friendly products in local markets.

Keywords: Marketing Strategy Product Price Purchase Decision' Sales
How to Cite
“
Suhadi, D., & Sumiyati, S. (2026). Influence of Product and Price on Electric Motorcycle Purchases in Pontianak. Jurnal Akuntansi, Keuangan, Dan Manajemen, 7(2), 379–391. https://doi.org/10.35912/jakman.v7i2.4807
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