Abstract
This study analyzes the influence of marketing strategies on consumer satisfaction and Honda motorcycle purchase decisions in Siak Regency. This study uses a quantitative approach with a survey method, collecting data from respondents who use Honda motorcycles through a closed questionnaire. The research was conducted in Siak Regency from September 2023 to July 2024. The data collected was processed and analyzed using statistical methods, including Structural Equation Modeling (SEM) analysis. The results show that product variables have a positive and significant influence on consumer satisfaction and purchase decisions, while price has a significant effect only on purchase decisions. Distribution and promotion channels did not show a significant influence on either consumer satisfaction or purchase decisions. Consumer satisfaction also does not have a significant effect on purchase decisions. The conclusion of this study is that product quality and competitive prices are important factors in improving the decision to buy Honda motorcycles in Siak Regency.
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