Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 21 No. 3 (2025): Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi
Articles

THE IMPACT OF CUSTOMER BEHAVIOR AND CUSTOMER EXPERIENCE ON PURCHASE DECISION OF MAXIM SERVICE IN BANDAR LAMPUNG

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  • Febrian Malik Arrozaaq,
  • Zainnur M. Rusdi,
  • Nuzul Inas Nabila
Febrian Malik Arrozaaq
Management, Faculty of Economics and Business, University of Lampung
Zainnur M. Rusdi
Management, Faculty of Economics and Business, University of Lampung
Nuzul Inas Nabila
Management, Faculty of Economics and Business, University of Lampung

Published 2025-07-02

Keywords

  • Customer Behavior,
  • Customer Experience,
  • Purchase Decision,
  • Maxim,
  • Transportation Service,
  • Bandar Lampung
    • ...More
    Less
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How to Cite

THE IMPACT OF CUSTOMER BEHAVIOR AND CUSTOMER EXPERIENCE ON PURCHASE DECISION OF MAXIM SERVICE IN BANDAR LAMPUNG. (2025). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 21(3), 21-30. https://doi.org/10.2324/y84eym89

Abstract

This research aims to determine the influence of customer behavior and customer experience on the purchase decision of Maxim service users in Bandar Lampung. The study employs a quantitative approach with a descriptive method. Data were collected using a structured questionnaire distributed to 156 respondents who have used Maxim's services in Bandar Lampung. The sampling technique used was purposive sampling, and the data were analyzed using multiple linear regression with the help of SPSS software. The results show that both customer behavior and customer experience have a significant positive influence on purchase decisions, either partially or simultaneously. The variable of customer experience has the most dominant influence on purchase decisions, indicating that user perceptions, service quality, and ease of use are critical in determining whether a customer chooses to continue using Maxim's services. The coefficient of determination (R²) demonstrates that a substantial proportion of the variation in purchase decisions can be explained by the two independent variables studied. This research highlights the importance for transportation service platforms like Maxim to improve user experience and understand customer behavior patterns to increase purchase decisions and customer loyalty.

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