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

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.