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

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

Authors
Wandy Salim1, Yusuf Ronny Edward1, *, Enda Noviyanti Simorangkir1
1University Prima, Medan, Indonesia
*Corresponding author. Email: yusufronnyedward@unprimdn.ac.id
Corresponding Author
Yusuf Ronny Edward
Available Online 31 December 2025.
DOI
10.2991/978-94-6463-960-5_9How to use a DOI?
Keywords
Product Quality; Price; Promotion; Customer Satisfaction; Purchase Intention
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 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.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Economics, Business, Management and Accounting (ICEBesMA 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
31 December 2025
ISBN
978-94-6463-960-5
ISSN
2352-5428
DOI
10.2991/978-94-6463-960-5_9How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Wandy Salim
AU  - Yusuf Ronny Edward
AU  - Enda Noviyanti Simorangkir
PY  - 2025
DA  - 2025/12/31
TI  - Effects of Product Quality, Price Perception, and Promotion on Honda Electric Motorcycles Purchase Intention: Customer Satisfaction Mediates
BT  - Proceedings of the International Conference on Economics, Business, Management and Accounting (ICEBesMA 2025)
PB  - Atlantis Press
SP  - 117
EP  - 132
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-960-5_9
DO  - 10.2991/978-94-6463-960-5_9
ID  - Salim2025
ER  -