PENGARUH PRODUK TERHADAP KEPUTUSAN PEMBELIAN DENGAN ISU ENCHANCED SMART ARCHITECTURE FRAME (ESAF) SEBAGAI VARIABEL MODERASI DI BANDAR LAMPUNG (Dalam Perspektif Bisnis Islam)

Ilham, Kurnia Chahya BM (2026) PENGARUH PRODUK TERHADAP KEPUTUSAN PEMBELIAN DENGAN ISU ENCHANCED SMART ARCHITECTURE FRAME (ESAF) SEBAGAI VARIABEL MODERASI DI BANDAR LAMPUNG (Dalam Perspektif Bisnis Islam). Diploma thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK Perkembangan teknologi rangka sepeda motor Honda, yaitu Enhanced Smart Architecture Frame (eSAF), membawa keunggulan dalam stabilitas, efisiensi, dan kelincahan. Namun, munculnya isu mengenai keropos, karat, dan patahnya rangka eSAF menimbulkan kekhawatiran di kalangan konsumen dan memengaruhi persepsi terhadap kualitas produk. Kondisi ini berpotensi memengaruhi keputusan pembelian, mengingat kualitas produk merupakan faktor penting dalam perilaku konsumen. Berdasarkan fenomena tersebut, penelitian ini merumuskan dua permasalahan utama: Apakah produk berpengaruh terhadap keputusan pembelian, dan Apakah isu eSAF mampu memoderasi hubungan antara produk dan keputusan pembelian pada pembeli sepeda motor Honda di Bandar Lampung. Penelitian ini menggunakan pendekatan kuantitatif dengan metode asosiatif. Data primer diperoleh melalui penyebaran kuesioner kepada pembeli sepeda motor Honda yang menggunakan rangka eSAF di Bandar Lampung. Jumlah sampel ditentukan menggunakan rumus Lameshow. Analisis data dilakukan dengan Structural Equation Modeling berbasis Partial Least Square (SmartPLS). Pengujian meliputi uji validitas, reliabilitas, analisis model struktural, uji T, serta pengujian efek moderasi. Hasil penelitian menunjukkan bahwa produk memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. Artinya, aspek kualitas, desain, dan keandalan produk menjadi penentu utama dalam proses pengambilan keputusan konsumen. Namun, isu eSAF tidak terbukti signifikan sebagai variabel moderasi, sehingga tidak memperkuat maupun memperlemah hubungan antara produk dan keputusan pembelian. Temuan ini mengindikasikan bahwa meskipun isu eSAF cukup ramai dibicarakan, konsumen tetap lebih memprioritaskan atribut produk secara keseluruhan dibandingkan isu teknis tersebut. Kata Kunci: Produk, Keputusan Pembelian, Isu Enchanced Smart Architecture Frame (eSAF). ABSTRACT The development of Honda’s motorcycle frame technology, the Enhanced Smart Architecture Frame (eSAF), offers advantages in stability, efficiency, and maneuverability. However, rising issues regarding corrosion, rust, and frame breakage have created public concern and affected consumer perceptions of product quality. Since product quality is a critical factor in shaping consumer purchase decisions, these issues may influence buying behavior. Based on this phenomenon, the study formulates two main research questions: Whether product attributes influence purchase decisions, and Whether the eSAF issue moderates the relationship between product attributes and purchase decisions among prospective Honda motorcycle buyers in Bandar Lampung. This study employs a quantitative associative approach. Primary data were collected through questionnaires distributed to prospective buyers of Honda motorcycles equipped with the eSAF frame in Bandar Lampung. The sample size was determined using the Lameshow formula. Data analysis was conducted using Structural Equation Modeling with Partial Least Squares (SmartPLS), including validity tests, reliability tests, structural model analysis, t-tests, and moderation analysis. The results show that product attributes have a positive and significant influence on purchase decisions, indicating that quality, design, and reliability play crucial roles in shaping consumer decisions. However, the eSAF issue does not significantly moderate the relationship between product attributes and purchase decisions. This suggests that despite the public discourse surrounding eSAF-related problems, consumers still prioritize direct product characteristics over technical frame issues when making purchasing decisions. Keywords: Product, Purchase Decision, Issue Enhanced Smart Architecture Frame (eSAF).

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