Analysis of Product Quality, Brand Image and after Sales Services toward Purchase Decisions and Customer Satisfaction (Case Study of Indramayu Marketplace)

Authors : Sujeni; Achmad Fachrodji; Humannisa Rubina Lestari

Volume/Issue : Volume 7 - 2022, Issue 1 - January

Google Scholar :

Scribd :


This study aims to determine and analyze the effect of product quality, brand image, and after-sales service on purchasing decisions and the impact on customer satisfaction of Toyota cars in the Indramayu Regency. The population in this study is the people of Indramayu Regency who have Toyota cars, with a sample of 172 respondents. The data analysis method used Structural Equation Model – Partial Least Square (SEM-PLS). The results in this study that product quality has a positive and significant impact on Toyota car purchasing decisions. Brand image, after-sales service, Purchase decisions positively and significantly impact customer satisfaction for Toyota cars. Product quality and Brand image have a significant influence on customer satisfaction. Therefore, after-sales service, Product quality also positively impacts customer satisfaction mediated purchasing decisions. Brand image affects customer satisfaction mediated purchasing decisions. After-sales service has a positive and significant influence on customer satisfaction mediated purchasing decisions

Keywords : Product Quality, Brand Image, After Sales Service, Purchase Decision, Customer Satisfaction.


Paper Submission Last Date
30 - June - 2023

Paper Review Notification
In 1-2 Days

Paper Publishing
In 2-3 Days

Video Explanation for Published paper

Never miss an update from Papermashup

Get notified about the latest tutorials and downloads.

Subscribe by Email

Get alerts directly into your inbox after each post and stay updated.

Subscribe by RSS

Add our RSS to your feedreader to get regular updates from us.