The Influence of Promotion, Brand Image, and Customer Experience on Customer Satisfaction: A Case Study of Prima Parama Mobilindo Daihatsu Bertais
DOI:
10.29303/alexandria.v7i2.1796Published:
2026-09-22Downloads
Abstract
Customer satisfaction has become a critical determinant of organizational success in the increasingly competitive automotive industry. This study investigates the influence of promotion, brand image, and customer experience on customer satisfaction at Prima Parama Mobilindo Daihatsu Bertais. A quantitative approach with an associative research design was employed. Data were collected from 100 customers selected through purposive sampling using a structured questionnaire based on a five-point Likert scale. The collected data were analyzed using multiple linear regression with SPSS. The findings reveal that promotion does not have a significant effect on customer satisfaction. Meanwhile, brand image and customer experience have positive and significant effects on customer satisfaction. Furthermore, the simultaneous test results indicate that promotion, brand image, and customer experience jointly have a positive and significant effect on customer satisfaction. The coefficient of determination (R² = 0.666) indicates that 66.6% of the variation in customer satisfaction can be explained by these three variables, while the remaining 33.4% is influenced by other factors outside this study. These findings highlight the importance of strengthening brand image and improving customer experience while developing more effective promotional strategies to enhance customer satisfaction and maintain competitive advantage in the automotive industry. This study contributes to marketing literature by providing empirical evidence regarding the role of promotion, brand image, and customer experience in shaping customer satisfaction within the context of an authorized automotive dealership in Indonesia.
Keywords:
Promotion Brand Image Customer Experience Customer Satisfaction Automotive IndustryReferences
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Copyright (c) 2026 Diky Ilham Juliandi, Ika Yuliana, Arwin Yafi, Putri Amalia, Ega Dwi Putri Marswandi
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