How product quality, brand image, and customer satisfaction affect the purchase decisions of Indonesian automotive customers

Aris Insan Waluya, M. Ali Iqbal and Rhian Indradewa

International Journal of Services, Economics and Management, 2019, vol. 10, issue 2, 177-193

Abstract: This research aims to examine product quality and brand image mediated by customer satisfaction that affect the purchase decisions of Indonesian automotive customers. The method of data collection is using primary data from 200 respondents, who are automotive customers, through questionnaires, direct observation of the object under study and literature review. The method of analysis is using quantitative data with the path analysis method using SPSS 23 to test the level of significance of product quality and brand image to the purchase decisions, mediated by customer satisfaction, of Indonesian automotive customers. Overall, the results showed that product quality and brand image have an effect on customer satisfaction. Product quality and brand image have a direct influence on the purchase decision process. Additionally, product quality and brand image have an effect on the purchase decisions, mediated by customer satisfaction, of Indonesian automotive customers. The practical implications are that the automotive industry should manage its brand image as the most important factor influencing purchasing decisions. Mediated by customer satisfaction, brand image also is the greatest factor influencing the purchase decision. The other managerial implication is that the automotive industry should manage product quality and communicate that aspect to customers.

Keywords: product quality; brand image; customer satisfaction; purchase decision. (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://www.inderscience.com/link.php?id=100944 (text/html)
Access to full text is restricted to subscribers.

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:ids:injsem:v:10:y:2019:i:2:p:177-193

Access Statistics for this article

More articles in International Journal of Services, Economics and Management from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().