Diagnostic Evidence for Marketing Decisions: Brand Perceptions, Product Quality, and Promotion in Honda Beat User Satisfaction

Dwi Wininggar; Liberty

doi:10.64268/jifes.v2i1.165

Authors

Dwi Wininggar Universitas Islam Negeri Jurai Siwo Lampung, Indonesia
Liberty Universitas Islam Negeri Jurai Siwo Lampung, Indonesia

DOI:

https://doi.org/10.64268/jifes.v2i1.165

Keywords:

Decision sciences, Marketing decision support, Consumer satisfaction, Product quality, Brand perceptions, Promotion, Regression analysis

Abstract

Background: Managerial use of consumer surveys requires a distinction between observed associations and evidence supporting an intervention.

Aim: This study reassesses the reported conditional relationships between brand perceptions, product quality, promotion, and satisfaction among Honda Beat users, and identifies what those relationships can contribute to marketing decision diagnosis.

Method: The article reinterprets published results from a 2019 cross-sectional questionnaire study of 36 purposively selected Honda Beat users from an identified group of 56 students. Original multiple-regression estimates were retained without respondent-level reanalysis.

Results: Product quality was positively associated with satisfaction (B = 0.375, β = 0.503, p = .003). Brand perceptions (B = 0.209, p = .193) and promotion (B = 0.206, p = .243) had positive but statistically non-significant partial estimates. The joint model was significant, F(3, 32) = 18.967, p < .001, with R² = .640 and adjusted R² = .606.

Conclusion: In this historical, purposively selected sample, perceived product quality offers the clearest diagnostic association, not evidence that spending on quality would produce the largest causal or financial return. Decision prescription would require information on feasible actions, costs, objectives, and intervention effects.

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