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

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.