Open AccessAnalysis of Purchase Decision and its Impacts towards Honda Beat Motorcycle's Customer Satisfaction Viewed through Product Quality and Price Perception Variables at Tangerang City Area
Author(s) -
Christianto Hadisiswanto Putro,
Adi Nurmahdi
Publication year - 2020
Publication title -
international journal of innovative science and research technology
Language(s) - English
Resource type - Journals
ISSN - 2456-2165
DOI - 10.38124/ijisrt20jun1012
Subject(s) - lisrel , structural equation modeling , marketing , perception , customer satisfaction , product (mathematics) , business , advertising , population , psychology , mathematics , statistics , demography , geometry , neuroscience , sociology
The purpose of this research is to explore the impacts of product quality and price perception against purchase decision for Honda Beat motorcycle's customer satisfaction at Tangerang City Area. This research type used purposive research, whereas data analysis method used Structural Equation Modeling (SEM) with the Lisrel (Linear Structural Relations) program. The Population were community of Honda Beat's users at Tangerang City with 215 respondents sampled. The results showed that 1) product quality has positive and strong impact over purchase decisions, 2) price perception has positive and strong impact over purchase decision, 3) purchase decision has positive and strong impact over customer satisfaction, 4) product quality has positive and significant impact to customer satisfaction and 5) price perception has positive and significant influence over customer satisfaction