ANALISIS PENGARUH CITRA MEREK DAN KEPUASAN KONSUMEN TERHADAP LOYALITAS KONSUMEN UNTUK PEMBELIAN MOBIL HONDA Total View This Week0
Institusion
Universitas Katolik Musi Charitas
Author
Wijaya, Dannel
Subject
H Social Sciences (General)
Datestamp
2022-10-26 05:51:17
Abstract :
This study aims to influence the brand image and customer satisfaction on
consumer loyalty for the purchase of Honda in Palembang. This type of research
is a field study. The population in this study is the person who was service at the
Honda workshop and owner of Honda cars in Palembang. The sample in this
research is determined using purposive sampling method. The samples of the
research were 100 respondents. Hypothesis testing using multiple linier
regression analysis method with the help of SPSS program version 19.0. The
results of this study indicate that the influence of brand image and customer
satisfaction on consumer loyalty in buying a Honda car in Palembang. Analytical
techniques in this study using quantitative analysis while to test the hypothesis
used T test and F test. The results in this study indicate that the brand image and
customer satisfaction proved to have an influence on consumer loyalty of 55.5%.
Keywords :brand image, Customer satisfaction, and consumer loyalty