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Effects of Product Quality, Price Perception, and Promotion on Honda Electric Motorcycles Purchase Intention: Customer Satisfaction Mediates

In: Proceedings of the International Conference on Economics, Business, Management and Accounting (ICEBesMA 2025)

Author

Listed:
  • Wandy Salim

    (University Prima)

  • Yusuf Ronny Edward

    (University Prima)

  • Enda Noviyanti Simorangkir

    (University Prima)

Abstract

The Indonesian motorcycle industry has entered the electrification era, with various brands emerging over the past five years. Honda, as the market leader in Indonesian two-wheeled vehicles, has responded by launching three electric motorcycle models between 2023 and 2025. This study examines the influence of product quality, price perception, and promotion on consumer purchase intention for Honda electric motorcycles, mediated by customer satisfaction. Using a quantitative approach, data were collected from 103 consumers who purchased PCX and ADV motorcycles between July and December 2024 at PT. Sabena Honda dealerships. Respondents were selected through purposive sampling, and data were analyzed using IBM SPSS Statistics 31 with classical assumption tests and path analysis at $$\alpha = 0.05$$ α = 0.05 The findings show that product quality and promotion significantly affect customer satisfaction, while price perception has no effect. Furthermore, product quality, promotion, and customer satisfaction significantly influence purchase intention. Customer satisfaction effectively mediates the relationship between product quality, price perception, promotion, and purchase intention, providing valuable insights for strategies to strengthen consumer loyalty and purchase decisions.

Suggested Citation

  • Wandy Salim & Yusuf Ronny Edward & Enda Noviyanti Simorangkir, 2025. "Effects of Product Quality, Price Perception, and Promotion on Honda Electric Motorcycles Purchase Intention: Customer Satisfaction Mediates," Advances in Economics, Business and Management Research, in: Enda Noviyanti Simorangkir & Fajar Rezeki Ananda Lubis (ed.), Proceedings of the International Conference on Economics, Business, Management and Accounting (ICEBesMA 2025), pages 117-132, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-960-5_9
    DOI: 10.2991/978-94-6463-960-5_9
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