Title:
The Influence of Price Perception, Service Quality, and Customer Value on Consumer Satisfaction of Motor Vehicle Products

Authors:
Prilladina Ivone Taurisca, Ahmad Sidiq, Indonesia

Abstract:

The increasingly dynamic lifestyle of society has driven the demand for efficient and affordable personal transportation, such as the Honda Scoopy motorcycle. In a competitive automotive market, companies must understand the factors influencing consumer satisfaction to maintain customer loyalty. This study aims to examine the effects of price perception, service quality, and customer value on consumer satisfaction with the Scoopy motorcycle in Baki, Sukoharjo.

A quantitative approach was applied using a survey method with 100 purposively selected respondents. Data were gathered through a Likert-scale questionnaire and analyzed using validity and reliability tests, classical assumption testing, multiple linear regression, as well as t-tests and F-tests. The results indicate that all three independent variables—price perception, service quality, and customer value—have significant individual and joint effects on consumer satisfaction. Among these, customer value has the most dominant influence. The coefficient of determination (R²) is 0.539, indicating that 53.9% of the variation in consumer satisfaction can be explained by the model.

In conclusion, efforts to enhance consumer satisfaction should focus on fair price perception, improving overall service quality, and strengthening both emotional and functional value in the product. These findings offer strategic insights for businesses in crafting more customer-oriented marketing strategies.

DOI: https://doi.org/10.51505/IJEBMR.2025.9518