Authors : Christianto Hadisiswanto Putro; Adi Nurmahdi

Volume/Issue : Volume 5 - 2020, Issue 6 - June

Google Scholar : http://bitly.ws/9nMw

Scribd : https://bit.ly/38KYJWr

DOI : 10.38124/IJISRT20JUN1012

Abstract : 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

Keywords : Product Quality, Price Perception, Purchase Decision, Customer Satisfaction