The Effect of Brand and Product Quality on Interest in Buying Electric Motorcycles with Customer Satisfaction as an Intervening Variable (Study at PT Gesit Motor Nusantara)
Abstract
Based on data from 2022-2024 on electric motorcycle sales at PT Gesit Motor Nusantara, purchasing interest remains low and needs to be increased. Several factors influencing consumer purchasing interest include a strong and trusted brand, good product quality in terms of function, durability, reliability, and ease of use. Furthermore, customer satisfaction is also a factor, as satisfied customers are likely to be loyal and recommend the product to others. This research is an explanatory quantitative study with a quantitative approach. The research population is PT Gesit Motor Nusantara customers. The sample is a number of100 customersPT Gesit Motor Nusantara used accidental sampling. Data collection used a questionnaire. In this study, data analysis used the SEM-PLS method with SmartPLS (Partial Least Square) software. Research results: 1) Brand has a positive and significant effect on customer satisfaction, meaning the better the image of a brand in the eyes of customers, the higher the level of customer satisfaction, 2) Brand has a positive and significant effect on purchasing interest, meaning the better the brand, the more interested consumers are in buying the product, 3) Customer satisfaction has a positive and significant effect on purchasing interest, meaning the higher the level of customer satisfaction with a product, the more they want to buy again, 4) Product quality has a positive and significant effect on customer satisfaction, meaning the higher the quality of the product, the higher the level of customer satisfaction, 5) Product quality has a positive and significant effect on purchasing interest, meaning the better the quality of the product, the consumer's interest in buying the product will also increase, 6) Customer satisfaction is able to mediate the positive and significant effect of the brand on purchasing interest, meaning that brand quality builds satisfaction, and satisfaction is what ultimately drives purchasing interest. 7) Customer satisfaction is able to mediate the positive and significant effect of product quality on purchasing interest, meaning that good product quality will increase customer satisfaction, and customer satisfaction is what drives consumer purchasing interest.
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DOI: https://dx.doi.org/10.30659/jrbi.v23i2.53058
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