Analysis of Consumer Experience, Consumer Engagement, and E-Wom in Improving Consumer Satisfaction in Purchasing Wuling Spare Parts at Lesmana Motor

M. Yusran (Universitas Pembangunan Panca Budi)
Elfitra Desy Surya (Universitas Pembangunan Panca Budi)
Erwansyah Erwansyah (Universitas Pembangunan Panca Budi)

Journal of Management, Economic, and Accounting
Vol. 5 No. 3 (2026): July

This study aims to analyze the influence of consumer experience, consumer involvement, and e-WOM on consumer satisfaction when purchasing Wuling spare parts at Lesmana Motor using quantitative methods and a sample of 85 respondents. The partial test results indicate that consumer involvement has a positive and significant effect (sig. 0.024 < 0.05), while consumer experience (0.333 > 0.05) and e-WOM (0.934 > 0.05) are insignificant.Simultaneously, all three variables have a significant effect (F-test 95.025; sig. 0.000 < 0.05). The coefficient of determination (R) of 0.492 indicates that 49.2% of the variation in consumer satisfaction is explained by the model, while 50.8% is influenced by other factors. In conclusion, consumer involvement is a major factor in increasing consumer satisfaction.