Pengaruh Brand Image dan After-Sales Service Terhadap Purchase Intention Pada Showroom Mobil Jeix Autodeals
Abstract
The rapid growth of Indonesia’s automotive industry has contributed to the rising opportunities in the used car sales sector. Jeix Autodeals, a used car showroom based in Metro City, Lampung, faces challenges in maintaining stable sales. Preliminary observations indicate that brand image and after-sales service play a critical role in shaping consumer purchase intention. This study aims to examine the influence of brand image and after-sales service on purchase intention, both partially and simultaneously. The research employed a quantitative method using multiple linear regression analysis. Data were collected from 100 respondents who have purchased or intended to purchase used cars in Lampung Province. The results show that brand image has a positive and significant effect on purchase intention, with a t-value of 5.614 > t-table 1.984 and a significance value of 0.000 < 0.05. Similarly, after-sales service also has a positive and significant impact, with a t-value of 5.181 and significance of 0.000. Simultaneous testing revealed that both variables significantly influence purchase intention with an F-value of 45.736 > F-table 2.70 and a significance of 0.000. The coefficient of determination indicates that 48.5% of the variation in purchase intention is explained by brand image and after-sales service. These findings highlight the importance of building a strong brand image and providing responsive after-sales service to enhance consumer purchasing decisions in the used car market.
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References
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[5] N. Ajijah, D. Harini, S. B. Riono, S. Manajemen, F. Ekonomi, and D. Bisnis, “The Influence of Brand Image, Price and Product Quality on Purchasing Decisions (Case Study of Customers at Gembong Gedhe Bakery,” Management and Entrepreneurship Research, vol. 1, no. 2, pp. 43–60, 2023.
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[10] A. U. Rehman and Y. A. Elahi, “How semiotic product packaging, brand image, perceived brand quality influence brand loyalty and purchase intention: a stimulus-organism-response perspective,” Asia Pacific Journal of Marketing and Logistics, Jun. 2024, doi: 10.1108/APJML-12-2023-1237.
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[16] J. Huang, “Influence of After-sales Service Quality Offered by E-commerce Enterprises on Customer Repurchase Intention,” Academic Journal of Business & Management, vol. 1, no. 2, pp. 22–36, 2019, doi: 10.25236/AJBM.190118.
[17] N. Suwarsih, T. Gunawan, and I. Istiharini, “Pengaruh Media Sosial Terhadap Citra Merek Dan Niat Beli,” Journal of Economic, Bussines and Accounting (COSTING), vol. 4, no. 2, pp. 712–730, Apr. 2021, doi: 10.31539/costing.v4i2.2043.
[18] M. Ahmad, A. Rehman, and M. Nazir, “INFLUENCE OF SOCIAL SECURITY CONTRIBUTION RATE IN EUROPEAN BANKING INDUSTRY,” International Journal of Business Management and Economic Review, vol. 02, no. 03, pp. 18–23, 2019, doi: 10.35409/IJBMER.2019.1823.
[19] T. L. P. Warganegara and D. Safitri, “Pengaruh Promosi Online dan Brand Image Terhadap Keputusan Pembelian pada Produk UMKM Kopi Kenangan Ruko Ahmad Yani di Bandar Lampung,” Jurnal EMT KITA, vol. 7, no. 2, pp. 521–529, Apr. 2023, doi: 10.35870/emt.v7i2.1159.
[20] W. Coaker, Branding with Images: The Ultimate Guide to Grow Your Business with Images: How to Build a Strong Brand Image. New York: Independently Published, 2021.
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[22] D. Victoria, E. Ruswanti, and . F., “PENGARUH PELAYANAN PURNA JUAL TERHADAP KEPUASAN PELANGGAN PADA PT SURYA TOTO INDONESIA TBK.,” Journal of Business and Banking, vol. 4, no. 2, p. 153, May 2015, doi: 10.14414/jbb.v4i2.368.
[23] S. Sugiarto and E. Jumady, “Quality Product and After-Sales Service on Purchase Decision of Yamaha Motorcycle at PT. Suraco Jaya Abadi Motor,” Jurnal JUMBO, vol. 3, no. 3, 2019.
[24] S. Shokouhyar, S. Shokoohyar, and S. Safari, “Research on the influence of after-sales service quality factors on customer satisfaction,” Journal of Retailing and Consumer Services, vol. 56, p. 102139, Sep. 2020, doi: 10.1016/j.jretconser.2020.102139.
[25] J. Mou, J. Cohen, Y. Dou, and B. Zhang, “PREDICTING BUYERS’ REPURCHASE INTENTIONS IN CROSS-BORDER E-COMMERCE: A VALENCE FRAMEWORK PERSPECTIVE,” n Proceedings of the 25th European Conference on Information Systems (ECIS), 2017.
[26] S. Zikrie and T. L. P. Warganegara, “PENGARUH KUALITAS PRODUK DAN STORE ATMOSPHERE TERHADAP MINAT BELI KONSUMEN DI MASA PANDEMI COVID-19 (STUDI KASUS DI Cafe MARLEY’S),” SIBATIK JOURNAL: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, dan Pendidikan, vol. 1, no. 4, pp. 373–382, Mar. 2022, doi: 10.54443/sibatik.v1i4.41.
[27] E. Kytö, M. Virtanen, and S. Mustonen, “From intention to action: Predicting purchase behavior with consumers’ product expectations and perceptions, and their individual properties,” Food Qual Prefer, vol. 75, pp. 1–9, Jul. 2019, doi: 10.1016/j.foodqual.2019.02.002.
[28] S. Dehghani, F. Moore, and R. Akhbarizadeh, “Microplastic pollution in deposited urban dust, Tehran metropolis, Iran,” Environmental Science and Pollution Research, vol. 24, no. 25, pp. 20360–20371, Sep. 2017, doi: 10.1007/s11356-017-9674-1.
[29] R. A. Fahrurrazi and I. Susila, “ANALYSIS OF THE INFLUENCE OF BRAND IMAGE AND CUSTOMER REVIEWS ON PURCHASE DECISIONS MEDIATED BY CUSTOMER TRUST IN THE SHOPEE MARKETPLACE,” 2024.
[30] Ş. YAPRAKLI and M. MUTLU, “THE MEDIATOR ROLE OF BRAND IMAGE IN THE EFFECT OF AFTER-SALES SERVICES ON REPURCHASE INTENTION: AN APPLICATION FOR THE WHITE GOODS AND FURNITURE INDUSTRIES,” Erzurum Teknik Universitesi Sosyal Bilimler Enstitusu Dergisi, Aug. 2023, doi: 10.29157/etusbed.1309116.
[31] Y. Oscar and K. Keni, “PENGARUH BRAND IMAGE, PERSEPI HARGA, DAN SERVICE QUALITY TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN,” Jurnal Muara Ilmu Ekonomi dan Bisnis, vol. 3, no. 1, p. 20, Apr. 2019, doi: 10.24912/jmieb.v3i1.3300.
[32] C. H. Lien, M. Wen, L. C. Huang, and K. L. Wu, “Online hotel booking: The effects of brand image, price, trust and value on purchase intentions,” Asia Pacific Management Review, vol. 20, no. 4, pp. 210–218, Dec. 2015, doi: 10.1016/j.apmrv.2015.03.005.
[33] S. Murali, S. Pugazhendhi, and C. Muralidharan, “Modelling and Investigating the relationship of after sales service quality with customer satisfaction, retention and loyalty – A case study of home appliances business,” Journal of Retailing and Consumer Services, vol. 30, pp. 67–83, May 2016, doi: 10.1016/j.jretconser.2016.01.001.
[34] K. Farhat, W. Aslam, and I. Arif, “Role of electronic word of mouth on purchase intention,” Int J Bus Inf Syst, vol. 30, no. 4, p. 411, 2019, doi: 10.1504/IJBIS.2019.10020633.
[35] B. A. Othman, A. Harun, N. M. De Almeida, and Z. M. Sadq, “The effects on customer satisfaction and customer loyalty by integrating marketing communication and after sale service into the traditional marketing mix model of Umrah travel services in Malaysia,” Journal of Islamic Marketing, vol. 12, no. 2, pp. 363–388, Feb. 2021, doi: 10.1108/JIMA-09-2019-0198.
[36] N. K. Malhotra, Marketing research: an applied orientation , 7th ed. New York: New Pearson, 2020.
[37] J. F. Hair, J. J. Risher, M. Sarstedt, and C. M. Ringle, “When to use and how to report the results of PLS-SEM,” European Business Review, vol. 31, no. 1, pp. 2–24, Jan. 2019, doi: 10.1108/EBR-11-2018-0203.
[38] E. F. D. Putri, H. Prabowo, and B. Kurniawan, “Pengaruh Brand Image, Harga dan Promosi Terhadap Minat Beli Produk Kosmetik Wardah,” Lokawati : Jurnal Penelitian Manajemen dan Inovasi Riset, vol. 2, no. 3, pp. 178–187, May 2024, doi: 10.61132/lokawati.v2i3.875.
[39] K. Ulan, A. K. R. P, and D. A. P. Sari, “Pengaruh Electronic Word of Mouth dan Brand Image terhadap Purchase Intention dengan Brand Awareness sebagai Intervening: Studi Pada Produsen Dessert Box,” Jurnal Bisnis, Manajemen, dan Keuangan, vol. 3, no. 2, pp. 354–373, Oct. 2022, doi: 10.21009/jbmk.0302.03.
[40] M. A. F. Muzhaffar and A. Wardhana, “Pengaruh Brand Image Terhadap Purchase Intention Produk Toyota Astra Motor (TMMIN) di Jawa Barat,” Jurnal Manajemen STIE Muhammadiyah Palopo, vol. 9, no. 2, p. 467, Dec. 2023, doi: 10.35906/jurman.v9i2.1836.
[41] C. Tri Dharmawan and F. Jaolis, “PENGARUH SALES PROMOTION, PERCEIVED QUALITY, DAN AFTER SALES SERVICE TERHADAP REPURCHASE INTENTION: STUDI KASUS TOKO MOROJOYO TOYS,” Jurnal Strategi Pemasaran, vol. 8, no. 1, 2022.
[42] O. M. Siregar, “The Influence Of Marketing Public Relations, Brand Image, And After-Sales Service On The Intention To Reuse Indihome Products In Medan City,” Jurnal Ekonomi, vol. 13, p. 2024, 2024, doi: 10.54209/ekonomi.v13i02.
Published
2026-05-20
How to Cite
JAYANATA, Rido; WARGANEGARA, Tri Lestira.
Pengaruh Brand Image dan After-Sales Service Terhadap Purchase Intention Pada Showroom Mobil Jeix Autodeals.
Journal of Information System, Applied, Management, Accounting and Research, [S.l.], v. 10, n. 2, p. 435-446, may 2026.
ISSN 2598-8719.
Available at: <https://journal.stmikjayakarta.ac.id/index.php/jisamar/article/view/2360>. Date accessed: 20 may 2026.
doi: https://doi.org/10.52362/jisamar.v10i2.2360.
Section
Articles
This work is licensed under a Creative Commons Attribution 4.0 International License.
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