Analysis of Purchasing Decisions and Customer Satisfaction on Sports Equipment Brand MOKS

Authors

  • Destika Fitryana Universitas Nusa Mandiri University
  • Putri Zahwa Universitas Nusa Mandiri University
  • Masrifatul Ula Universitas Nusa Mandiri University
  • Ida Zuniarti Universitas Nusa Mandiri University
  • Wahid Akbar Basudani Universitas Nusa Mandiri University

DOI:

https://doi.org/10.32493/eaj.v8i2.y2025.p155-171

Keywords:

Product Quality, Brand Image, Promotion, Purchase Decision, Customer Satisfaction

Abstract

This study aims to analyze the influence of product quality, brand image, and promotion on purchasing decisions and customer satisfaction for the Moks brand of sports equipment among taekwondo athletes in the Jabodetabek area. Data was collected through a questionnaire distributed to 105 respondents and analyzed using the Structural Equation Model (SEM) with Smart PLS 3.2.9. The results showed that brand image and promotion had a positive and significant influence on purchasing decisions and customer satisfaction, while product quality did not significantly affect purchasing decisions and customer satisfaction. Promotion also had an indirect effect on customer satisfaction through purchasing decisions. These findings highlight the importance of brand strength and effective promotional strategies in increasing customer satisfaction, especially in the competitive sports equipment market. Companies are advised to continue to strengthen their brand image and optimize promotion programs to enhance purchasing decisions and customer satisfaction.

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Additional Files

Published

2025-05-31

Issue

Vol. 8 No. 2 (2025): EAJ (Economics and Accounting Journal)

Section

Articles

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Copyright (c) 2025 Destika Fitryana, Putri Zahwa, Masrifatul Ula, Ida Zuniarti, Wahid Akbar Basudani

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