Pengaruh Citra Merek dan Kualitas Pelayanan dalam Keputusan Pembelian pada Ritel Otomotif
- Sulistiyo Nugroho Universitas Pembangunan Nasional "Veteran" Jawa Timur, Surabaya, Indonesia
-
Ugy Soebiyantoro
*
Universitas Pembangunan Nasional "Veteran" Jawa Timur, Surabaya,
Indonesia
(*) Corresponding Author
Abstract
Planet Ban's Top Brand Index fell from 74.40 percent in 2025 to 63.66 percent in 2026, suggesting that an extensive outlet network does not automatically secure consumer preference. This signal is particularly relevant because Google Maps reviews of several Surabaya outlets identify problems involving service reliability, accuracy, and communication. At the same time, competition in motorcycle servicing and spare-parts retail continues to grow. Planet Ban is a retail network operated by PT Surganya Motor Indonesia; established in 2011, it now offers tires, spare parts, and motorcycle servicing through more than 1,100 outlets. Mixed findings in earlier studies also leave the effects of brand image and service quality open to further examination. Responding to these issues, this study investigates how both factors shape purchasing decisions at Planet Ban in Surabaya. It uses a quantitative design and primary data collected through an online Likert-scale questionnaire. Purposive sampling yielded 150 respondents, and the proposed model was tested with Structural Equation Modeling-Partial Least Square (SEM-PLS) in SmartPLS. Brand image exerted a positive and significant effect on purchasing decisions (β = 0.370; T-statistic = 5.701), as did service quality (β = 0.581; T-statistic = 9.950). Collectively, the two variables accounted for 61.1 percent of the variance in purchasing decisions. These results underline that a favorable brand impression must be accompanied by a dependable service experience to strengthen consumers' preference for Planet Ban. This research contributes to expanding the study of purchasing decisions within the motorcycle tire retail and service business, while also providing insights for Planet Ban to enhance its brand image and service quality.
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