The influence of promotion and customer satisfaction on purchasing decisions for motorcycle products
Keywords:
Customer Satisfaction, Linear Regression, Marketing Strategy, Promotion, Purchase DecisionAbstract
Purchasing decisions are the result of various factors, including promotion and customer satisfaction, which are important for the success of companies in the competitive automotive industry. This study aims to analyze the effect of promotion and customer satisfaction on purchasing decisions on motorcycle products at CV Kompo Motor Purbalingga. The research uses quantitative methods with data collection through questionnaires that have been tested for validity and reliability. The results of the analysis show that promotion and customer satisfaction have a significant and positive relationship to purchasing decisions, with customer satisfaction having a more dominant influence. The linear regression test shows a coefficient of determination of 65%, which indicates that the variability of purchasing decisions can be largely explained by the promotion and customer satisfaction variables. The implication of these findings is the importance of companies to develop promotional strategies that are aligned with improving service quality in order to increase customer satisfaction. However, this study has limitations on the scope of the research location, so further research is recommended to expand the scope of the study to other regions or industrial sectors to strengthen the generalization of the results.
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Brynjolfsson, E., & McAfee, A. (2014). The second machine age: Work, progress, and prosperity in a time of brilliant technologies. WW Norton & company.
Chaerudin, S. M., & Syafarudin, A. (2021). The effect of product quality, service quality, price on product purchasing decisions on consumer satisfaction. Ilomata International Journal of Tax and Accounting, 2(1), 61–70.
Chien, N. D., Minh, D. D., & Vui, M. T. (2024). The Impact of Components in Marketing-Mix Strategy on Customer Satisfaction and Loyalty: Case Study at Codegym Vietnam Joint Stock Company, Hue Branch. International Review of Management and Marketing, 14(6), 186–194.
Dash, G., Kiefer, K., & Paul, J. (2021). Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention. Journal of Business Research, 122, 608–620.
De Weck, O. L., Roos, D., & Magee, C. L. (2011). Engineering systems: Meeting human needs in a complex technological world. Mit Press.
Durmusoglu, S. S., Atuahene-Gima, K., & Calantone, R. J. (2022). Marketing strategy decision making in new product development: direct effects and moderation by market information time sensitivity and analyzability. European Journal of Innovation Management, 26(6), 1619–1648.
Eccarius, T., & Lu, C.-C. (2020). Powered two-wheelers for sustainable mobility: A review of consumer adoption of electric motorcycles. International Journal of Sustainable Transportation, 14(3), 215–231.
El-Adly, M. I. (2019). Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty. Journal of Retailing and Consumer Services, 50, 322–332.
Guerra, E. (2019). Electric vehicles, air pollution, and the motorcycle city: A stated preference survey of consumers’ willingness to adopt electric motorcycles in Solo, Indonesia. Transportation Research Part D: Transport and Environment, 68, 52–64.
Hoffman, D. L., Kopalle, P. K., & Novak, T. P. (2010). The “right†consumers for better concepts: Identifying consumers high in emergent nature to develop new product concepts. Journal of Marketing Research, 47(5), 854–865.
Hossain, M. N., Hamid, A. B. A., & Tat, H. H. (2020). Influence Of Marketing Mix On Customer Satisfaction In Real Estate: Mediating Effect Of Technology & Moderating Effect Of Government & Building Process In Bangladesh. European Journal of Molecular & Clinical Medicine, 7(8), 2020.
Hoyer, W. D. (1984). An examination of consumer decision making for a common repeat purchase product. Journal of Consumer Research, 11(3), 822–829.
Ingemarsson, E., & Mäki, H. (2020). Developing a flexible and scalable business model for light two-wheeled electric vehicles.
Jahandarlashaki, K., Kia Kojori, D., Maranjory, M., Pourpasha, M. M., Salehzadeh, R., Ziaeian, M., Chong, H.-Y., Diamantopoulos, A., Cheema, S. M., Tariq, S., Pires, I. M., Reisi, M., Afzali, A., Aye, L., Kornelakis, A., Ihemereze, K. C., Eyo-Udo, N. L., Egbokhaebho, B. A., Daraojimba, C., … Yulianto, A. (2019). Strategies to Improved Education Quality in Indonesia: A Review. ÃÂÂÂÂœõöôуýðрþôýыù áтуôõýчõÑÂÂÂÂÂúøù ÃÂÂÂÂÂÂÂÂÂðучýыù ÃÂÂÂ’õÑÂÂÂÂÂтýøú (International Student Scientific Herald), 2(1), 1–4. https://doi.org/10.33395/jmp.v12i1.12491
Kanagal, N. B. (2015). Innovation and product innovation in marketing strategy. Journal of Management and Marketing Research, 18(1), 1–25.
Khan, R. U., Salamzadeh, Y., Iqbal, Q., & Yang, S. (2022). The Impact of Customer Relationship Management and Company Reputation on Customer Loyalty: The Mediating Role of Customer Satisfaction. Journal of Relationship Marketing, 21(1), 1–26. https://doi.org/10.1080/15332667.2020.1840904
Lipina, Sa., Lochan, Sa., Fedyunin, Dv., & Bezpalov, Vv. (2017). Government promoting communication tool in innovation development of companies.
Machová, R., Ambrus, R., Zsigmond, T., & Bakó, F. (2022). The impact of green marketing on consumer behavior in the market of palm oil products. Sustainability, 14(3), 1364.
Maduretno, R. B. E. H. P., & Junaedi, M. F. S. (2022). Exploring the effects of coffee shop brand experience on loyalty: The roles of brand love and brand trust. Gadjah Mada International Journal of Business, 24(3), 289–309.
Maniatis, P. (2016). Investigating factors influencing consumer decision-making while choosing green products. Journal of Cleaner Production, 132, 215–228.
Miao, M., Jalees, T., Zaman, S. I., Khan, S., Hanif, N.-A., & Javed, M. K. (2022). The influence of e-customer satisfaction, e-trust and perceived value on consumer’s repurchase intention in B2C e-commerce segment. Asia Pacific Journal of Marketing and Logistics, 34(10), 2184–2206.
Olubomehin, O. O. (2012). The development and impact of motorcycles as means of commercial transportation in Nigeria. Research on Humanities and Social Sciences, 2(6).
Porter, M. E., & Kramer, M. R. (2011). How to reinvent capitalismâ€â€ÂÂÂÂand unleash a wave of innovation and growth. Manag Sustain Bus, 323.
Putri, U. M., & Amin, M. (2019). Development of Online Transportation Services: Effectiveness and Efficiency of The Grabbike Applications for Society in Medan City. International Journal of Research in Business and Social Science, 8(4), 71–78.
Swan, J. E., & Nolan, J. J. (1985). Gaining customer trust: a conceptual guide for the salesperson. Journal of Personal Selling & Sales Management, 5(2), 39–48.
Teece, D. J. (2010). Business models, business strategy and innovation. Long Range Planning, 43(2–3), 172–194.
Trihantana, R., Kusumaningrum, R., & Oktavia, S. (2023). Memprogramkan Pengenalan Bank Syariah Dan Lembaga Keuangan Mikro Syariah Di Desa Dukuh, Kecamatan Cibungbulang, Kabupaten Bogor. Sahid Development Journal, 2(02), 55–61. https://doi.org/10.56406/sahiddevelopmentjournal.v2i02.83
Yi, Y. (1990). A critical review of consumer satisfaction. Review of Marketing, 4(1), 68–123.
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Published
2025-01-30
How to Cite
Priyanto, R., Filani, L. ., Setyaningrum, T. ., & Arrizka, D. F. . (2025). The influence of promotion and customer satisfaction on purchasing decisions for motorcycle products. Journal of Management Science (JMAS), 8(1), 412–418. Retrieved from https://www.exsys.iocspublisher.org/index.php/JMAS/article/view/664
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