Analisis Pengaruh Kualitas Produk Dan Media Sosial Tiktok Terhadap Brand Awareness Motor Listrik Viar Motor Indonesia Di Jakarta

Maitimu, Clara Septriyana (2025) Analisis Pengaruh Kualitas Produk Dan Media Sosial Tiktok Terhadap Brand Awareness Motor Listrik Viar Motor Indonesia Di Jakarta. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Peralihan preferensi masyarakat terhadap kendaraan ramah lingkungan menjadi peluang strategis bagi produsen motor listrik di Indonesia, termasuk Viar Motor Indonesia. Sebagai merek lokal yang bersaing di pasar kompetitif, membangun kesadaran merek (brand awareness) menjadi esensial. Tujuan dari penelitian ini adalah untuk menguji pengaruh Kualitas Produk dan Media Sosial Tiktok Terhadap Brand awareness Motor Listrik Viar Motor Indonesia Di Jakarta. Fenomena ini didukung oleh data pra survei yang menunjukkan bahwa hanya 25,9% responden yang mengetahui produk motor listrik Viar. Kurangnya eksposur dan edukasi produk ini menghambat penetrasi merek di pasar, meskipun terdapat dukungan kebijakan pemerintah berupa insentif pajak dan kampanye keberlanjutan. Sampel yang digunakan dalam penelitian ini adalah 100 sampel dengan kriteria konsumen yaitu yang mengenal atau menggunakan produk motor listrik Viar Motor Indonesia yang berdomisili di Jakarta, serta generasi milenial berusia 24-39 tahun. Pengambilan sampel penelitian menggunakan teknik purposive sampling. Penelitian ini menggunakan metode kuantitatif dengan analisis yang digunakan meliputi uji Validitas, uji Reabilitas, uji Asumsi Klasik, Analisis Linear Berganda, uji t, dan uji F, Koefisien Determinasi R². Hasil penelitian ini menunjukkan bahwa adanya perngaruh pengaruh secara parsial Kualitas Produk terhadap Brand awareness Motor Listrik Viar Motor Indonesia dengan nilai sig 0.000 < 0,05, sedangkan hasil uji t untuk variabel Media Sosial Tiktok tidak terdapat pengaruh secara parsial dengan nilai sig 0.809 > α = 0,05, menunjukkan bahwa Media Sosial Tiktok tidak berpengaruh secara parsial terhadap brand awareness motor listrik Viar Motor Indonesia. Kata Kunci: Kualitas Produk, Media Sosial Tiktok, dan Brand awareness / The shift in public preference towards environmentally friendly vehicles is a strategic opportunity for electric motorcycle manufacturers in Indonesia, including Viar Motor Indonesia. As a local brand competing in a competitive market, building brand awareness is essential. The purpose of this study was to examine the influence of Product Quality and Tiktok Social Media on Brand awareness of Viar Motor Indonesia Electric Motorcycles in Jakarta. This phenomenon is supported by pre- survey data showing that only 25.9% of respondents knew about Viar's electric motorcycle products. Lack of exposure and education of this product hampers brand penetration into the market, despite government policy support in the form of tax incentives and campaigns. The sample used in this study was 100 samples with consumer criteria, namely those who know or use Viar Motor Indonesia electric motorcycle products who are domiciled in Jakarta, as well as the millennial generation aged 24-39 years. The research sample was taken using a purposive sampling technique. This study uses a quantitative method with the analysis used including Validity test, Reliability test, Classical Assumption test, Multiple Linear Analysis, R² determination coefficient, t test, and F test. The results of this study indicate that there is a partial influence of Product Quality on Brand awareness of Viar Motor Indonesia Electric Motorcycles with a sig value of 0.000 <0.05, while the t-test results for the Tiktok Social Media variable do not have a partial influence with a sig value of 0.809> α = 0.05, indicating that Tiktok Social Media does not have a partial influence on brand awareness of Viar Motor Indonesia electric motorcycles. Keywords: Product Quality, Tiktok Social Media, and Brand awareness

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