Analysis of Product Quality, Brand Image and after Sales Services toward Purchase Decisions and Customer Satisfaction (Case Study of Indramayu Marketplace)


Authors : Sujeni; Achmad Fachrodji; Humannisa Rubina Lestari

Volume/Issue : Volume 7 - 2022, Issue 1 - January

Google Scholar : http://bitly.ws/gu88

Scribd : https://bit.ly/3J8yvyL

DOI : https://doi.org/10.5281/zenodo.6348204

Abstract : This study aims to determine and analyze the effect of product quality, brand image, and after-sales service on purchasing decisions and the impact on customer satisfaction of Toyota cars in the Indramayu Regency. The population in this study is the people of Indramayu Regency who have Toyota cars, with a sample of 172 respondents. The data analysis method used Structural Equation Model – Partial Least Square (SEM-PLS). The results in this study that product quality has a positive and significant impact on Toyota car purchasing decisions. Brand image, after-sales service, Purchase decisions positively and significantly impact customer satisfaction for Toyota cars. Product quality and Brand image have a significant influence on customer satisfaction. Therefore, after-sales service, Product quality also positively impacts customer satisfaction mediated purchasing decisions. Brand image affects customer satisfaction mediated purchasing decisions. After-sales service has a positive and significant influence on customer satisfaction mediated purchasing decisions

Keywords : Product Quality, Brand Image, After Sales Service, Purchase Decision, Customer Satisfaction.

This study aims to determine and analyze the effect of product quality, brand image, and after-sales service on purchasing decisions and the impact on customer satisfaction of Toyota cars in the Indramayu Regency. The population in this study is the people of Indramayu Regency who have Toyota cars, with a sample of 172 respondents. The data analysis method used Structural Equation Model – Partial Least Square (SEM-PLS). The results in this study that product quality has a positive and significant impact on Toyota car purchasing decisions. Brand image, after-sales service, Purchase decisions positively and significantly impact customer satisfaction for Toyota cars. Product quality and Brand image have a significant influence on customer satisfaction. Therefore, after-sales service, Product quality also positively impacts customer satisfaction mediated purchasing decisions. Brand image affects customer satisfaction mediated purchasing decisions. After-sales service has a positive and significant influence on customer satisfaction mediated purchasing decisions

Keywords : Product Quality, Brand Image, After Sales Service, Purchase Decision, Customer Satisfaction.

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