Effects of Product Quality, Price Perception, and Promotion on Honda Electric Motorcycles Purchase Intention: Customer Satisfaction Mediates

Wandy Salim, Yusuf Ronny Edward () and Enda Noviyanti Simorangkir
Additional contact information
Wandy Salim: University Prima
Yusuf Ronny Edward: University Prima
Enda Noviyanti Simorangkir: University Prima

A chapter in Proceedings of the International Conference on Economics, Business, Management and Accounting (ICEBesMA 2025), 2025, pp 117-132 from Springer

Abstract: Abstract The Indonesian motorcycle industry has entered the electrification era, with various brands emerging over the past five years. Honda, as the market leader in Indonesian two-wheeled vehicles, has responded by launching three electric motorcycle models between 2023 and 2025. This study examines the influence of product quality, price perception, and promotion on consumer purchase intention for Honda electric motorcycles, mediated by customer satisfaction. Using a quantitative approach, data were collected from 103 consumers who purchased PCX and ADV motorcycles between July and December 2024 at PT. Sabena Honda dealerships. Respondents were selected through purposive sampling, and data were analyzed using IBM SPSS Statistics 31 with classical assumption tests and path analysis at $$\alpha = 0.05$$ α = 0.05 The findings show that product quality and promotion significantly affect customer satisfaction, while price perception has no effect. Furthermore, product quality, promotion, and customer satisfaction significantly influence purchase intention. Customer satisfaction effectively mediates the relationship between product quality, price perception, promotion, and purchase intention, providing valuable insights for strategies to strengthen consumer loyalty and purchase decisions.

Keywords: Product Quality; Price; Promotion; Customer Satisfaction; Purchase Intention (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-960-5_9

Ordering information: This item can be ordered from
http://www.springer.com/9789464639605

DOI: 10.2991/978-94-6463-960-5_9

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().