Pengaruh Kualitas Pelayanan, Brand Image, Brand Awareness  dan Lokasi Penjualan terhadap keputusan Pembelian Mobil Suzuki Baleno pada Pt Sejahtera Buana Trada

Teodora Septiana; Karnawi Kamar; Winanti Winanti; Dedi Dedi

doi:10.30640/jmcbus.v4i2.7086

Authors

Teodora Septiana Universitas Insan Pembangunan Indonesia
Karnawi Kamar Universitas Insan Pembangunan Indonesia
Winanti Winanti Universitas Insan Pembangunan Indonesia
Dedi Dedi Institut Teknologi dan Bisnis Bina Sarana Global

DOI:

https://doi.org/10.30640/jmcbus.v4i2.7086

Keywords:

Brand Awareness, Brand Image, Purchase Decision, Sales Location, Service Quality

Abstract

This study aims to examine the effects of service quality, brand image, brand awareness, and sales location on the purchase decision of the Suzuki Baleno at PT Sejahtera Buana Trada. The research is motivated by Suzuki Baleno's success in leading Indonesia's hatchback market despite intensifying competition in the automotive industry and shifting consumer preferences toward more efficient vehicles. A quantitative approach with an explanatory survey method was employed. The study involved 105 Suzuki Baleno consumers selected using purposive sampling. Primary data were collected through a structured questionnaire based on a five-point Likert scale and analyzed using multiple linear regression with SPSS software. The findings reveal that service quality, brand image, brand awareness, and sales location each have a positive and significant effect on purchase decisions. Among these variables, service quality exerts the strongest influence on consumers' purchasing decisions. Simultaneously, the four independent variables significantly affect purchase decisions, as indicated by an F-value of 6.846 with a significance level of 0.000. The coefficient of determination shows that the proposed model explains 21.5% of the variance in purchase decisions, while the remaining 78.5% is influenced by other factors beyond the scope of this study. These findings suggest that improving service quality, strengthening brand image, increasing brand awareness, and maintaining strategically located dealerships are essential marketing strategies for enhancing consumer purchase decisions in the Indonesian automotive industry.

References

Ali, L. G., Puspitasari, D., Kurniawan, R., & Setyahuni, S. W. (2025). Peran inovasi produk, e-WOM, dan lokasi penjualan dalam membentuk keputusan pembelian kopi gerobak keliling di Kota Semarang. Indo-Fintech Intellectuals: Journal of Economics and Business, 5(1), 4369–4387. https://doi.org/10.54373/ifijeb.v5i1.2810

Amilia, S., & Nst, M. O. A. (2017). Pengaruh citra merek, harga, dan kualitas produk terhadap keputusan pembelian handphone merek Xiaomi di Kota Langsa. Jurnal Manajemen dan Keuangan, 6(1), 660–669.

Arianty, N., & Andira, A. (2021). Pengaruh brand image dan brand awareness terhadap keputusan pembelian. MANEGGIO: Jurnal Ilmiah Magister Manajemen, 4(1), 39–50.

Arjana, I. W. B., Ernawati, N. M., Budiarta, I. P., & Voda, M. (2022). Visitors' brand awareness toward Pohsanten tourist village. International Journal of Green Tourism Research and Applications, 4(1), 23–29. https://doi.org/10.31940/ijogtra.v4i1.23-29

Asan, J., A, A. R., & R, I. K. (2023). Pengaruh kualitas layanan, harga dan promosi terhadap keputusan pembelian mobil bekas pada Showroom UD. Prima Mobil Malang. Jurnal Ilmiah Riset Aplikasi Manajemen (JIRAM), 2(1), 632–646. https://doi.org/10.32815/jiram.v2i1.49

Aswan, A., Muhajirin, M., & Hamidah, N. K. (2024). Analisis pengaruh ketersediaan produk, harga, dan lokasi terhadap keputusan pembelian sepeda motor di Dealer Honda Krida Motor Honda. Muqaddimah: Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis, 2(4), 201–226. https://doi.org/10.59246/muqaddimah.v2i4.1037

Branding in Asia. (2024). Suzuki Indonesia awards Moonfolks creative brand duties.

Bungatang, B., Jumady, E., Ali, F., & Natsir, R. (2024). Strategic marketing management: Unveiling consumer psychology through qualitative analysis and literature review. Golden Ratio of Marketing and Applied Psychology of Business, 4(2), 112–123. https://doi.org/10.52970/grmapb.v4i2.482

Cahyani, E., Nururrohmah, T., Deka, C. F., & Saleh, M. Z. (2024). The role of service quality in building customer satisfaction: A literature review. Journal of Management and Creative Business, 2(4), 192–205. https://doi.org/10.30640/jmcbus.v2i4.3300

Cahyani, K. I., & Sutrasmawati, R. E. (2016). Pengaruh brand awareness dan brand image terhadap keputusan pembelian. Management Analysis Journal, 5(4), 281–288.

Castrow, A. L., & Wahyudi, S. (2025). Pengaruh kualitas pelayanan terhadap kepuasan pelanggan di Toko Feandra Cake Pekanbaru. Jurnal Administrasi Bisnis dan Ilmu Sosial, 3(1).

CNN Indonesia. (2025). Suzuki setop impor dan jual Baleno di Indonesia sejak September 2025.

Dealer Suzuki Buana Trada. (2026). Testimonial.

Devano, A. (2024). Perang hatchback: Baleno, City, dan Yaris, mana yang paling value for money? DetikOto.

Enda. (2024). Rekomendasi mobil keluarga 2024: Suzuki Baleno goda keluarga muda dengan harga terjangkau. AutoFun.

Gunawan, I. M. K. W., Zuraida, L., & Darmiati, M. (2024). Analysis of tour guide service quality on tourist satisfaction: Case study PT. Bali Prima Holidays. Indonesian Journal of Interdisciplinary Research in Science and Technology (MARCOPOLO), 2(12), 1795–1808.

Hulopi, S. S., Canon, S., & Abdul, I. (2025). Analisis faktor-faktor mempengaruhi pendapatan pedagang di tempat pelelangan ikan Kelurahan Tenda Kota Gorontalo. Economics and Digital Business Review, 7(1), 369–378.

Khan, I., & Fatma, M. (2023). Understanding the influence of CPE on brand image and brand commitment: The mediating role of brand identification. Sustainability, 15, 1–10. https://doi.org/10.3390/su15032291

Kotler, P., & Keller, K. L. (2016). Marketing management (15th Global ed.). https://doi.org/10.1080/08911760903022556

Kuengo, F. A., Taan, H., & Radji, D. L. (2022). Pengaruh citra merek dan harga terhadap keputusan pembelian mobil Honda Brio pada Nengga Mobilindo Kota Gorontalo. Jurnal Ilmiah Manajemen dan Bisnis, 5(1), 54–65. https://doi.org/10.37479/jimb.v5i1.14234

Latifa, N., Putri, I., Nareswari, A., & Robustin, T. P. (2025). Brand awareness as a mediator between viral marketing and customer satisfaction in skincare products among Gen Z. INCONITBIS, 29–38.

Lazuardi, G. L., Rachmawati, I. K., & Handoko, Y. (2025). Brand image, price, and service quality: Its influence on the decision to purchase Toyota brand cars at AUTO2000 Daan Mogot Jakarta. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 8(2), 4800–4815.

Li, H., Gu, L., Liu, X., & Ruan, Y. (2022). Scale development of apparel customization brand value: From the perspectives of practitioners and consumers. Frontiers in Psychology, 13, 1–14. https://doi.org/10.3389/fpsyg.2022.933224

Mahendra, H. I., & Yulinda, A. T. (2024). Pengaruh kualitas pelayanan dan price discount terhadap keputusan pembelian pada Toko Olahraga Panenka Sport di Bengkulu. Jurnal Akuntansi, Manajemen, Ekonomi Islam, 1(1), 1–10.

Mokoagouw, A. J. H., Mangantar, M., & Lintong, D. C. A. (2023). Pengaruh brand awareness dan perceived quality terhadap keputusan pembelian dalam menggunakan jasa Grab (Studi kasus mahasiswa FEB Unsrat Manado). Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 11(2), 290–300. https://doi.org/10.35794/emba.v11i02.46276

Nanda, A. M., & Ferdian, A. (2025). Suzuki Baleno jadi hatchback terlaris sepanjang 2024. Kompas.com.

Nasyeh, M. A., & Avriyanti, S. (2023). Pengaruh brand image terhadap keputusan pembelian pada produk sepeda merek Polygon tipe Monarch M5 di Toko Bagus Bike Kabupaten Tabalong. Jurnal Administrasi Publik & Administrasi Bisnis, 6(2), 317–382.

Nor, M., & Sumarni, I. (2023). Pengaruh lokasi terhadap keputusan pembelian pada ritel modern: Studi pada Mini Market Borneo Tabalong. Jurnal Administrasi Publik & Administrasi Bisnis, 6(2), 600–611.

Novianti, & Saputra, A. (2023). Pengaruh kualitas produk, minat beli, dan perilaku konsumen terhadap keputusan pembelian di Minimarket Victoria Tiban. ECo-Buss, 6(1), 66–78. https://doi.org/10.32877/eb.v6i1.656

Nurngaeni, A. (2021). Analisis strategi pemasaran dengan pendekatan marketing mix (Studi kasus pada Home Industry Subama Batik Kroya-Cilacap). AmaNU: Jurnal Manajemen dan Ekonomi, 4(2), 192–202.

Nurul Melani Haifa, Indah Nabilla, Virda Rahmatika, Rully Hidayatullah, & Harmonedi. (2025). Identifikasi variabel penelitian, jenis sumber data dalam penelitian pendidikan. Dinamika Pembelajaran: Jurnal Pendidikan dan Bahasa, 2(2), 256–270. https://doi.org/10.62383/dilan.v2i2.1563

Parengkuan, V., Tumbel, A., & Wenas, R. (2014). Analisis pengaruh brand image dan celebrity endorsement terhadap keputusan pembelian produk Shampo Head & Shoulders di 24 Mart Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 2(3), 1792–1802.

Piyoh, D. D., Rahayu, A., & Dirgantari, P. D. (2024). Pengaruh harga terhadap keputusan pembelian. Edunomika, 8(1), 1–6. https://doi.org/10.61722/jrme.v1i4.2382

Poeloe, R., Sepang, J. L., & Samadi, R. L. (2016). Pengaruh bauran pemasaran terhadap keputusan pembelian mobil pada PT Astra International Tbk, Daihatsu Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 4(4), 1037–1045.

Pratama, Y. W. (2024). Pengaruh kualitas pelayanan, promosi, dan citra merek terhadap kepuasan pelanggan jasa pengiriman PT Pos Indonesia Cabang Surabaya Selatan (Persero). Jurnal Ilmu dan Riset Manajemen, 13(7), 1–16.

Prayoga, N. (2025). Jadi hatchback terlaris pada 2024, ini harga Suzuki Baleno pada Mei 2025. JawaPos.com.

Putri, D. A., & Harahap, L. M. (2025). Pengaruh brand awareness dan brand image terhadap keputusan pembelian di Mixue Jl. Jend. Ahmad Yani Rantau. Ikraith-Ekonomika, 8(2), 815–824.

S., A. S., & Pudjoprastyono, H. (2022). Pengaruh brand image dan brand awareness terhadap keputusan pembelian produk Sariayu Martha Tilaar di Kota Surabaya. Widya Manajemen, 4(2), 140–149. https://doi.org/10.32795/widyamanajemen.v4i2.2875

S., Y. J. E. P., & Nilasari, I. (2025). Pengaruh citra merek, fitur produk, dan persepsi harga terhadap minat beli produk air minum dalam kemasan merek Club di Kota Bandung. Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi), 9(3), 578–593. https://doi.org/10.31955/mea.v9i3.6218

Sampe, Y. D., & Tahalele, M. (2023). Pengaruh citra merek dan kualitas produk terhadap keputusan pembelian smartphone merek Vivo pada Toko Bandung Jaya A.Y. Patty Ambon. Jurnal Administrasi Terapan, 2(1), 48–59. https://doi.org/10.59061/dinamikapublik.v1i4.445

Santosoa, C. A., Riyanto, D. W. U., & Nurjannah, D. (2024). Analysis of service quality on customer satisfaction with GAP-SERVQUAL method and importance performance analysis. Business Innovation Management and Entrepreneurship, 3(1), 59–77. https://doi.org/10.22219/bimantara.v3i01.33611

Saputra, G. A. G., Supriyadi, D., & Setiawan, R. (2026). The influence of service quality and product quality on customer retention with customer satisfaction as a mediating variable. Golden Ratio of Mapping Idea and Literature Format, 6(1), 367–382. https://doi.org/10.52970/grmilf.v6i1.1626

Sasabilah, F., Nasution, A. A., & Pentana, S. (2024). Pengaruh brand engagement terhadap brand awareness dan brand image serta dampaknya terhadap brand equity pada PT Kimia Farma Tbk Medan. Jurnal Akuntansi, Manajemen dan Ilmu Manajemen (JASMIEN), 4(2), 102–118.

Satriawan, K. A., & Setiawan, P. Y. (2020). The role of purchase intention in mediating the effect of perceived price and perceived quality on purchase decision. International Research Journal of Management, IT & Social Sciences, 7(3), 38–49. https://doi.org/10.21744/irjmis.v7n3.887

Schiffman, L. G., & Wisenblit, J. L. (2014). Consumer behavior (11th ed.). Pearson Education.

Setiadi, N. J. (2015). Perilaku konsumen (Edisi revisi). Kencana.

Shirbeeni, A. Z. (2024). Suzuki Indonesia lands on Moonfolks for creative duties. Marketing-Interactive.

Stefanus Christian, & Susanto, H. (2022). Improvement of marketing performance at Solo culinary SMEs. Universitas Diponegoro.

Sugiyono. (2022). Metode penelitian kuantitatif. Alfabeta.

Suhairi, Yuda, A., Lubis, A. H., & Manurung, E. H. (2023). Manajemen pemasaran perusahaan di Indonesia dalam pasar globalisasi. Jurnal Manajemen Bisnis dan Organisasi (JMBO), 1(2), 319–331. https://doi.org/10.58290/jmbo.v1i2.61

Susanti, Mulyono, H., & Syamsuri, A. R. (2021). Pengaruh ketersediaan dan keragaman produk terhadap keputusan pembelian pada PT Sumber Perintis Jaya Masihul. Jurnal Bisnis Mahasiswa, 1(2), 169–178. https://doi.org/10.60036/jbm.v1i2.15

Suzuki Bekasi Barat. (2026). Tentang Suzuki Trada.

Suzuki Buana Indomobil Trada. (2020). Keunggulan servis rutin di dealer Suzuki Trada.

Suzuki Trada. (2026). Suzuki Sejahtera Buana Trada Cikarang: Lengkap dengan 3S.

Tjiptodjojo, K. I. (2023). Dampak pengetahuan produk dan citra merek terhadap minat beli yang dimediasi oleh kepercayaan konsumen. JPPI (Jurnal Penelitian Pendidikan Indonesia), 9(3), Article 1232. https://doi.org/10.29210/020232737

Tjiptono, F. (2015). Strategi pemasaran. Andi Offset.

Triyadi, Indrawan, Y. W., & Jasmani. (2024). Pengaruh promosi dan kualitas pelayanan terhadap keputusan pembelian mobil Daihatsu pada PT Prima Parama Mobilindo Cabang Ciputat Tangerang Selatan. Jurnal Ilmiah Wahana Pendidikan, 10(13), 920–941.