Proceedings of the International Conference on Economics and Business Studies (ICOEBS 2022)

The Influence of Product Quality, Brand Image, and After Sales Service Support on the Purchase Decision of Matic Scooter in Surakarta Mediated by Attitude

Authors
Anggela Vitrika1, Ihwan Susila2, *
1 2Universitas Muhammadiyah Surakarta
*Corresponding author. Email: ihwan.susila@ums.ac.id
Corresponding Author
Ihwan Susila
Available Online 13 June 2022.
DOI
https://doi.org/10.2991/aebmr.k.220602.049How to use a DOI?
Keywords
Product Quality; Brand Image; After Sales Service; Attitude; Purchase Decision
Abstract

The purpose of this study is to investigate the effect of product quality, brand image, and after-sales service support on scooter purchase decisions in Surakarta through consumer attitudes. The study surveyed 200 users of automatic scooters in Surakarta. The outer model is used to assess the instrument’s validity and reliability, and the relationship between variables and the inner model is examined using PLS SEM analysis. According to the findings of the analysis, brand image has a statistically significant positive effect on purchasing decisions. Meanwhile, product quality and after-sales service have no bearing on purchasing decisions. Consumer attitudes are critical in determining the relationship between product quality, brand image, and after-sales support, which all impact purchasing decisions. This paper goes into greater detail about the role of consumer attitudes. This study reaffirms the importance of a company’s consumer attitude in stimulus response theory. Businesses must take consumer attitudes into account when determining purchasing behavior.

Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

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Volume Title
Proceedings of the International Conference on Economics and Business Studies (ICOEBS 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
13 June 2022
ISBN
978-94-6239-582-4
ISSN
2352-5428
DOI
https://doi.org/10.2991/aebmr.k.220602.049How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

Cite this article

TY  - CONF
AU  - Anggela Vitrika
AU  - Ihwan Susila
PY  - 2022
DA  - 2022/06/13
TI  - The Influence of Product Quality, Brand Image, and After Sales Service Support on the Purchase Decision of Matic Scooter in Surakarta Mediated by Attitude
BT  - Proceedings of the International Conference on Economics and Business Studies (ICOEBS 2022)
PB  - Atlantis Press
SP  - 371
EP  - 379
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220602.049
DO  - https://doi.org/10.2991/aebmr.k.220602.049
ID  - Vitrika2022
ER  -