"CHINESE PRODUCT INVASION: FACTORS DETERMINING CONSUMER PURCHASE DECISIONS WITH CONSUMER SATISFACTION AS AN INTERVENING IN BYD ELECTRIC CARS".

Abstract

This study aims to analyze the factors influencing consumer purchase decisions of BYD electric vehicles, with customer satisfaction as an intervening variable. The independent variables in this study include price (X1), brand image (X2), and product quality (X3), while the dependent variable is purchase decision (Y). Customer satisfaction (Z) serves as the intervening variable to examine its mediating role in the relationship between variables. This research employs a causal quantitative method using a Path Analysis SEM approach to examine the cause-and-effect relationships among variables. The population consists of BYD electric vehicle consumers residing in Central Jakarta. This area was chosen due to its well-developed electric vehicle charging station infrastructure, which has fostered the growth of BYD users. The sampling technique used is simple random sampling, with a total sample size of 232 respondents. The analysis results show that all proposed hypotheses are accepted. Specifically, price (X1), brand image (X2), and product quality (X3) have a positive and significant effect on customer satisfaction (Z), with coefficients of 0.21, 0.29, and 0.41, respectively. Customer satisfaction (Z) is also proven to have a positive and significant effect on purchase decision (Y), with a coefficient of 0.52. In addition, price (X1), brand image (X2), and product quality (X3) also have a direct positive effect on purchase decision (Y), with coefficients of 0.12, 0.15, and 0.22, respectively. These findings indicate that customer satisfaction plays an important role as an intervening variable in influencing consumer purchase decisions of Chinese-made BYD electric vehicles.