<![CDATA[This research examines the impact of product quality, brand reputation, and price perception on purchasing behavior and recommendations concerning authentic Honda spare parts. Questionnaires were distributed to customers at Durian Jaya Motor service centers. The sampling method employed was accidental sampling, resulting in a final sample size of 225 respondents. The data analysis methodology used structural equation modeling with SmartPLS 3.0 to analyze the data and identify the influence of the independent variables studied. The research findings indicate that both product quality and brand reputation significantly impact purchasing choices. Purchasing decisions also impact recommendations. Meanwhile, the perceived price does not affect purchasing decisions. Additional research is advised to explore other variables that may influence company sales.]]>
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