The Effect of Brand Awareness and Quality Perception of Customer Satisfaction through Purchasing Decisions Honda and Yamaha Motors (Case study of Maros Muslim University Students)

Muh. Alam Nasyrah Hanafi, Jeni Kamase, Asdar Djamereng and Serling Serang

Business and Economic Research, 2019, vol. 9, issue 4, 210-230

Abstract: This research was conducted with the aim to: (1) test and analyze the effect of brand awareness on consumer satisfaction through purchasing decisions; (2) test and analyze the effect of perceived quality on consumer satisfaction through purchasing decisions. The population of this study was all of Management Bachelor degree students of the Faculty of Economics, Maros Muslim University using 239 Honda and Yamaha motorcycles consumer. The number of samples in this study were 150 people using the Slovin formula with a confidence level of 95% with a value of e = 5%, the distribution of samples was based on Honda and Yamaha consumer, namely samples for Honda users were 72 people and Yamaha users were 78 people using the Stratified Random formula Sampling, the survey was conducted from November to April 2019. Data were analyzed using the Structural Equation Modeling (SEM) program. The results of this study indicate that: (1) brand awareness cannot directly affect customer satisfaction. This is because respondents stated that brand awareness does not guarantee consumers will be satisfied only by knowing and remembering Honda and Yamaha motorcycle brands. (2) Perceived quality has a significant effect on purchasing decisions. This shows that the higher the consumer's perception of product quality, the higher the consumer's purchasing decisions, and vice versa. Therefore, respondents stated that the perception of quality really guarantees consumers will be satisfied just by seeing and remembering the model of the motor

Keywords: Brand awareness; Quality; Purchasing decisions; Consumer satisfaction (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (1)

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