Analisis Hubungan Citra Merk dan Kualitas Produk Terhadap Kepuasan Konsumen Pengguna Kendaraan Listrik di Indonesia
DOI:
https://doi.org/10.34149/jebmes.v4i2.164Keywords:
Brand Image, Customer Satisfaction, Electric Vehicle, Product QualityAbstract
This study aims to analyze the influence of brand image and product quality on customer satisfaction in the electric vehicle industry in Indonesia. A strong brand image and high-quality products are critical factors for electric vehicle manufacturers to build consumer trust and increase sales. In the context of the growth of electric vehicles as an environmentally friendly alternative, this research is grounded in the concepts of customer satisfaction, brand image, and product quality. The study employs a quantitative approach, utilizing a survey involving 154 respondents who are users of two- and four-wheeled electric vehicles. The collected data were analyzed using multiple linear regression to examine the partial and simultaneous effects of the two independent variables on the dependent variable. The results show that brand image and product quality have a significant positive influence, both partially and simultaneously, on customer satisfaction. These findings contribute theoretically to the marketing literature by reinforcing the role of brand image and product quality in enhancing customer satisfaction. Furthermore, the results can be useful for the electric vehicle industry in Indonesia in efforts to improve customer satisfaction through the optimization of brand image and the quality of products offered.
References
Aras, M., & Rahman, A. (2023). Strategic Analysis of Green Marketing and Brand Image Towards Purchase Decision Consumer Coffee Shop During Pandemic Covid-19. 2023 11th International Conference on Cyber and IT Service Management, CITSM 2023. https://doi.org/10.1109/CITSM60085.2023.10455432
Flavián, C., Guinalíu, M., & Gurrea, R. (2006). The role played by perceived usability, satisfaction and consumer trust on website loyalty. Information and Management, 43(1), 1–14. https://doi.org/10.1016/j.im.2005.01.002
Haryadi, H., Suseno, T., Herlina, U., Nurjaman, F., Prasetyo, E., Handoko, A. S., Okfarina, S., Susanti, D., & Bahfie, F. (2024). SWOT analysis (strengths, weaknesses, opportunities, threats) of nickel to reach global electric battery market in Indonesia. Mineral Processing and Extractive Metallurgy: Transactions of the Institute of Mining and Metallurgy, 133(1–2), 21–32. https://doi.org/10.1177/08827508231225025
Herz, R. S., Larsson, M., Trujillo, R., Casola, M. C., Ahmed, F. K., Lipe, S., & Brashear, M. E. (2022). A three-factor benefits framework for understanding consumer preference for scented household products: psychological interactions and implications for future development. In Cognitive Research: Principles and Implications (Vol. 7, Issue 1). Springer Science and Business Media Deutschland GmbH. https://doi.org/10.1186/s41235-022-00378-6
Kim, J. M., Liu, J., & Park, K. K.-C. (2023). The dynamics in asymmetric effects of multi-attributes on customer satisfaction: evidence from COVID-19. International Journal of Contemporary Hospitality Management, 35(10), 3497–3517. https://doi.org/10.1108/IJCHM-02-2022-0170
Kusharsanto, Z. S., Maninggar, N., & Sucipto, A. (2024). Electric Vehicles Ecosystem in Indonesia: The Readiness of Infrastructure, Policies, and Stakeholders. Evergreen, 11(2), 1060–1067.
Malhotra, N. K. (2018). Marketing research: Current state and next steps. Revista Brasileira de Marketing, 17(5), 647–665. https://doi.org/10.5585/bjm.v17i5.4172
Maulana, N. (2020). Research Trends in Marketing Science Before COVID-19 Outbreak: A Literature Review. Management & Marketing. Challenges for the Knowledge Society, 15(s1), 514–533. https://doi.org/10.2478/mmcks-2020-0030
Maulana, N., Astuti, R. D., Sukamdani, H. B., & Tjiptoherijanto, P. (2022). Risk Perception in the Post COVID-19 Pandemic Era: An Analysis of Tourist Accommodation and Travel Behavior in the New Normal Era. Sustainability, 14(22), 14758. https://doi.org/10.3390/su142214758
Maulana, N., & Subhani, M. (2021). Travel Intention of Muslim Tourist to Visit Non-Muslim Country: A Conceptual Paper of Extended Theory of Planned Behavior (ETPB). International Journal of Islamic Business and Economics (IJIBEC), 5(2), 142–157. https://doi.org/10.28918/ijibec.v5i2.3710
Meng, H. (Meg), Zamudio, C., & Jewell, R. D. (2021). What’s in a name? Scent brand names, olfactory imagery, and purchase intention. Journal of Product and Brand Management, 30(2), 281–292. https://doi.org/10.1108/JPBM-06-2019-2418
Pirmana, V., Alisjahbana, A. S., Yusuf, A. A., Hoekstra, R., & Tukker, A. (2023). Economic and environmental impact of electric vehicles production in Indonesia. Clean Technologies and Environmental Policy, 25(6), 1871–1885. https://doi.org/10.1007/s10098-023-02475-6
Sasongko, T. W., Ciptomulyono, U., Wirjodirdjo, B., & Prastawa, A. (2024). Identification of electric vehicle adoption and production factors based on an ecosystem perspective in Indonesia. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2332497
Tampubolon, J. V., & Dalimi, R. (2024). Simulating EV Growth Scenarios in Jawa-Madura-Bali from 2024 to 2029: Balancing the Power Grid’s Supply and Demand. World Electric Vehicle Journal, 15(8). https://doi.org/10.3390/wevj15080341
Utomo, S. M., Setiawan, H., Rahman, A., Budiwati, S. V., Hastuti, P., Valentino, J. M., & Azka, M. (2024). Development of Indonesia’s licensed electric motor vehicle industry for sustainable transportation: Competitive advantage analysis. AIP Conference Proceedings, 3069(1). https://doi.org/10.1063/5.0206366
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Journal of Emerging Business Management and Entrepreneurship Studies
This work is licensed under a Creative Commons Attribution 4.0 International License.
License and Copyright Agreement
In submitting the manuscript to the journal, the authors certify that:
- They are authorized by their co-authors to enter into these arrangements.
- The work described has not been formally published before, except in the form of an abstract or as part of a published lecture, review, thesis, or overlay journal.
- That it is not under consideration for publication elsewhere,
- That its publication has been approved by all the author(s) and by the responsible authorities tacitly or explicitly of the institutes where the work has been carried out.
- They secure the right to reproduce any material that has already been published or copyrighted elsewhere.
- They agree to the following license and copyright agreement.
