Examining The Mediating Role of Electric Motorbike Purchase ‎Decisions in Medan City, Indonesia

  • Authors

    • Satria Tirtayasa Faculty of Economics and Business, Universitas Muhammadiyah Sumatera Utara, Medan 20123, Indonesia
    • Suhendi Faculty Social Science, Universitas Pembagungan Panca Budi Medan, Medan 20128, Indonesia
    • Muhammad Fitri Rahmadana Faculty of Economic, Universitas Negeri Medan, Medan 20221, Indonesia
    • Maulida Putri Simatupang Faculty of Economics and Business, Universitas Muhammadiyah Sumatera Utara, Medan 20123, Indonesia
    https://doi.org/10.14419/t5g1r987

    Received date: July 10, 2025

    Accepted date: September 1, 2025

    Published date: September 16, 2025

  • Brand Awareness; Price; Product Quality; Perceived Value; Purchase Decision

  • Abstract

    This study seeks to examine and evaluate the effects of brand awareness, pricing, and product quality on consumer purchasing decisions, ‎with perceived value acting as a mediating variable among electric motorbike users in Medan City. The target population comprises all ‎electric motorbike owners currently operating their vehicles in Medan, although the exact population size remains unspecified. A total of ‎‎100 respondents were selected as the research sample using the Lemeshow sampling method. Data were gathered through questionnaires, ‎where the researchers engaged directly with participants, and responses were collected via a Google Form. Analytical methods employed ‎in this study include descriptive statistics and path analysis using the Partial Least Squares (PLS) approach. The findings indicate that ‎brand awareness, price, and product quality each significantly affect purchasing decisions. While brand awareness does not significantly ‎impact perceived value, both price and product quality do. Furthermore, perceived value has a direct effect on purchasing decisions. However, when mediated by perceived value, brand awareness does not influence purchasing decisions, whereas both price and product quality-‎ty do‎.

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    Tirtayasa, S., Suhendi, Rahmadana, M. F., & Simatupang, M. P. (2025). Examining The Mediating Role of Electric Motorbike Purchase ‎Decisions in Medan City, Indonesia. International Journal of Accounting and Economics Studies, 12(5), 661-671. https://doi.org/10.14419/t5g1r987