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All Journal Jurnal Administrasi Bisnis Jurnal Darussalam: Jurnal Pendidikan, Komunikasi dan Pemikiran Hukum Islam Jurnal Ilmiah LISKI (Lingkar Studi Komunikasi) Medika Kartika : Jurnal Kedokteran dan Kesehatan Jurnal Ekonomi Jurnal Komunikasi, Masyarakat Dan Keamanan Jurnal Karya untuk Masyarakat (JKuM)
Ratna Puspita
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Humanities Dentistry Economics, Econometrics & Finance Education Health Professions Languange, Linguistic, Communication & Media Medicine & Pharmacology Social Sciences Veterinary Other

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Journal : Jurnal Ekonomi

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Honda and It’s Dominance in Indonesia: The Unforgettable Key to Customer Satisfaction Eko Oby Purwanto; Abdullah, Muhammad; Ati Chandrasari; Ratna Puspita
Jurnal Ekonomi Vol. 13 No. 02 (2024): Jurnal Ekonomi, Edition April - June 2024
Publisher : SEAN Institute

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Abstract

This study aims to explore the relationship between product quality, brand image, purchasing decisions, and customer satisfaction within the context of Honda motorcycle brand. A total of 96 respondents who owned Honda motorcycles in Jakarta participated in the research, employing a non-probability sampling technique, specifically purposive sampling. The research utilized descriptive and inferential analyses, facilitated by the SmartPLS 4.0.9.9 application. The findings revealed several significant relationships: Firstly, both product quality and brand image positively and significantly influence purchasing decisions. Secondly, product quality and brand image also individually contribute positively and significantly to customer satisfaction. Thirdly, purchasing decisions positively and significantly impact customer satisfaction. Furthermore, mediation analysis indicated that product quality and brand image, mediated through purchasing decisions, positively and significantly influence customer satisfaction. This study underscores the critical role of product quality and brand image in shaping purchasing decisions and subsequent customer satisfaction, particularly within the Honda motorcycle brand context. These findings provide valuable insights for marketers and managers aiming to enhance customer satisfaction and brand loyalty.
Co-Authors Asih Rahaju Ati Chandrasari Budiharjo, Slamet Daswara Djajasasmita Eko Oby Purwanto Fauziah, Nurul Hizkia Yosias Polimpung Jodie Pratama Jodie Pratama Muhammad Abdullah Nurul Fauziah Saeful Mujab Shenthya Winarty Suciati, Titis Nurwulan Wa Ode Sitti Nurhaliza