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All Journal Jurnal Pilar Nusa Mandiri JPP IPTEK (Jurnal Pengabdian dan Penerapan IPTEK) EAJ (ECONOMICS AND ACCOUNTING JOURNAL) Dinasti International Journal of Management Science Dinasti International Journal of Education Management and Social Science Dinasti International Journal of Digital Business Management Journal of Industrial Engineering & Management Research (JIEMAR) Journal of Applied Data Sciences SABBHATA YATRA : Jurnal Pariwisata dan Budaya Indonesian Journal of Society Engagement (IJSE) Jurnal Abdimas Ekonomi dan Bisnis Golden Ratio of Mapping Idea and Literature Format
Ida Zuniarti, Ida
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Religion Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Library & Information Science Social Sciences Other

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Journal : EAJ (ECONOMICS AND ACCOUNTING JOURNAL)

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Analysis of Purchasing Decisions and Customer Satisfaction on Sports Equipment Brand MOKS Fitryana, Destika; Zahwa, Putri; Ula, Masrifatul; Zuniarti, Ida; Basudani, Wahid Akbar
EAJ (Economic and Accounting Journal) Vol. 8 No. 2 (2025): EAJ (Economics and Accounting Journal)
Publisher : Universitas Pamulang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32493/eaj.v8i2.y2025.p155-171

Abstract

This study aims to analyze the influence of product quality, brand image, and promotion on purchasing decisions and customer satisfaction for the Moks brand of sports equipment among taekwondo athletes in the Jabodetabek area. Data was collected through a questionnaire distributed to 105 respondents and analyzed using the Structural Equation Model (SEM) with Smart PLS 3.2.9. The results showed that brand image and promotion had a positive and significant influence on purchasing decisions and customer satisfaction, while product quality did not significantly affect purchasing decisions and customer satisfaction. Promotion also had an indirect effect on customer satisfaction through purchasing decisions. These findings highlight the importance of brand strength and effective promotional strategies in increasing customer satisfaction, especially in the competitive sports equipment market. Companies are advised to continue to strengthen their brand image and optimize promotion programs to enhance purchasing decisions and customer satisfaction.
Co-Authors Agus Setyo Pranowo Alimin, Ismet Amin Setio Lestiningsih Aziz, Faruq Candrasari, Ati Dede Suleman Devy Sofyanty Dinar Riftiasari Eka Dyah Setyaningsih Fitryana, Destika Gata, Windu Instianti Elyana, Instianti Isbat, Isbat Joko Ariawan Karlina, Eulin Lasut, Henry Lia Mazia, Lia Lukman Hakim Mayangky, Nissa Almira Muhammad Abdullah Mulyadi, Hary Nita Merlina, Nita Nono Arief Rachman Nurmalasari Nurmalasari Nurzalinar Joesah Prasetio, Arfhan Priyo Sambodo Puspasari, Aprilia Raden Ati Haryati Rusmawati, Cikal Pustiprayata Sabil Sienifa, Yuhelmis Sinta Rukiastiandari Sofyan Marwansyah Sri Rusiyati Sulistyowati, Daning Nur Susan Rachmawati Taat Kuspriyono, Taat Titik Misriati Ula, Masrifatul Valentine Theresia Simamora Wahid Akbar Basudani Widi Astuti Widodo, Dwiyatmoko Puji Windi Windi, Windi Yudha Andriansyah Putra, Nova Yusuf, Nanang Qosim Zahra Zahra Zahwa, Putri Zhafira, Ryanne