Analysis of Purchase Decision and its Impacts towards Honda Beat Motorcycle's Customer Satisfaction Viewed through Product Quality and Price Perception Variables at Tangerang City Area

Abstract

<jats:p>The purpose of this research is to explore the impacts of product quality and price perception against purchase decision for Honda Beat motorcycle's customer satisfaction at Tangerang City Area. This research type used purposive research, whereas data analysis method used Structural Equation Modeling (SEM) with the Lisrel (Linear Structural Relations) program. The Population were community of Honda Beat's users at Tangerang City with 215 respondents sampled. The results showed that 1) product quality has positive and strong impact over purchase decisions, 2) price perception has positive and strong impact over purchase decision, 3) purchase decision has positive and strong impact over customer satisfaction, 4) product quality has positive and significant impact to customer satisfaction and 5) price perception has positive and significant influence over customer satisfaction</jats:p>

Analysis Regarding Those Impact From Services Quality and Product Quality Towards Purchase Decisions Which Had Influence on Customer Satisfaction (Case Study at Pt. Astra Credit Companies)

“…4) Based on these hypothesis test, this research shows that product quality had positive and significant impact towards customer satisfaction. This were in line with research by (Putro & Nurmahdi, 2020) which shows that product quality had significant impact towards customer satisfaction. Customer Satisfaction have been examined extensively by previous researchers including: , , , (Mappesona et al, 2020), and (Sulistiorini & Ali, 2017).…”

“…5) Based on these hypothesis test, it shows that purchase decision had positive and significant influence over customer satisfaction. This were line with research which conducted by research by (Putro & Nurmahdi, 2020) that shows if purchase decisions had significant impact towards customer satisfaction. Purchase Intention have been examined extensively by previous researchers including: (Richardo et al, 2020), (Ali, Evi, et al, 2018), (Ikhsani & Ali, 2017), (Ali, Evi, et al, 2018), (Mappesona et al, 2020), (Novansa & Ali, 2017), (Thanh Nguyen et al, 2019), 6) According to hypothesis test in this research, it shows that service quality indirectly had positive and significant impact towards customer satisfaction through purchase decisions.…”

“…Meaning that customer motivation to make purchase will be higher and will have positive impact on customer satisfaction, this according to the theory. These research results were in line with research which conducted by (Putro & Nurmahdi, 2020) which fortold that product quality indirectly influenced customer satisfaction through purchased decisions. Customer Satisfaction have been examined extensively by previous researchers including: , , , (Mappesona et al, 2020), and (Sulistiorini & Ali, 2017).…”

“…Gunawan and Prasetyo (2020) found that services quality variables had positive and significant impact over customer satisfaction. While Putro and Nurmahdi (2020) found that there has positive and significant impact between product quality and customer satisfaction, Putro and Nurmahdi (2020) were also found that purchase decisions will have impact towards an increasing in customer satisfaction.…”

“…Customer satisfaction refers to two variables, which is the services perceived and the services expected by customer. According to Kotler and Armstrong (2014: 150) in Putro and Nurmahdi (2020) customer satisfaction is a feeling of pleasure or disappointment that arises after comparing the performance (result) from the thought of product with expected performance (or results). Meanwhile, according to Yazid in Putro and Nurmahdi (2020) customer satisfaction is the difference between the expectations they have to the performance that they actually received.…”