Applying PLS-SEM in Finding Factors Affecting Customer’s Purchase Decision of Truck: The Case at Karuto Trading Service Co., Ltd
- Author Thi-Duong, Nguyen
- Co-Author Thuy-Hai, Doan Thi, Nguyen Thi Ngoc Thao
- DOI http://wwj
- Country : Vietnam
- Subject :
Keywords : Purchase Decision; Information sources; Brand; Price; Product characteristics; Distribution agent; Perceived value.
Abstract
The main objective of this study is to identify factors affecting the customers' decisions to buy trucks at Karuto Trading Service Co., Ltd. Research methodology uses a combination of two methods of quantitative research and qualitative research. Quantitative research was conducted after summarizing results from qualitative research, then surveyed by distributing questionnaires to 200 customers who intend to buy trucks at Karuto Trading Service Co., Ltd. The Structural Equation Modeling (SEM) Smart PLS software is used in this study to determine the factors that affect customers' decisions to buy trucks. The results showed that 5 factors affect Perceived Value and Perceived Value affects Customer Purchase Decisions. The total 7 factors in this study are Information sources, Brand, Price, Product characteristics, Distribution agent, Perceived Value, and Purchase Decision.
The study also gives some recommendations for managers to help the company retain customers and increase the number of customers
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