<![CDATA[Studies of purchase intention in the motorcycle market typically sample owners of the brand under investigation, which leaves the perceptions of non-users — riders who chose a competing brand — largely unexamined. Yet for a brand in structural decline, non-users are the entire growth opportunity. Suzuki motorcycles illustrate the problem sharply: annual Indonesian sales fell from 1,091,962 units in 2005 to 18,380 in 2021, and wholesales of just over 16,000 units in 2025 represent roughly 0.25% of a national market of 6,412,769 units. This study examines the effect of perceived product quality, after-sales service, and brand preference on purchase intention among 102 Indonesian motorcycle users who do not own a Suzuki, using an explanatory cross-sectional design, judgement sampling, six-point Likert measures, and multiple regression in IBM SPSS Statistics 30. Respondents rated perceived product quality (mean 3.21) and after-sales service (3.01) as inadequate and brand preference as low (2.32); purchase intention was 2.67. The three variables jointly explained purchase intention (F = 139.657; p < 0.001; R² = 0.810), but only perceived product quality (b = 0.302; t = 5.699) and brand preference (b = 0.340; t = 7.458) were significant; after-sales service was not (t = −1.047; p = 0.298). The central finding is a divergence between stated and derived importance: parts and workshop availability were the barriers respondents cited most often yet contributed no unique explanatory variance. We argue that among non-users, after-sales service functions as a screening attribute that can disqualify a brand but cannot generate intention, becoming decision-relevant only once the brand enters the consideration set.]]>
Copyrights © 2025
