Analisis Pengaruh Consumer-Brand Characteristics dan Brand Resonance Terhadap Brand Loyalty pada Sepeda Motor Merek Yamaha Type N-Max di Surakarta
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Institusion
Universitas Muhammadiyah Surakarta
Author
Rahardhika, Andrea Danur
, Dr. Drs. Moechammad Nasir, M.M.
, Dr. Drs. Moechammad Nasir, M.M.
Subject
HD28 Management
Datestamp
2022-08-08 08:15:39
Abstract :
The purpose of this study is to analyze and discuss the effect of consumer brand characteristics and brand resonance on brand loyalty on Yamaha N-Max motorcycles. Furthermore, the formulation of the problem in this study is whether consumer brand characteristics and brand resonance have a significant effect on brand loyalty on Yamaha N-Max motorcycles. This study uses an explanatory research type based on a survey based on a quantitative approach using primary data types through filling out questionnaires distributed using Google Form. The source of data in this study is a sample of respondents who buy and use a Yamaha N-Max motorcycle in Surakarta. The population in this study is the owner of a Yamaha N-Max motorcycle in Surakarta. The sampling technique in this study was non-probability sampling using purposive sampling, where the number of samples in this study was 200 respondents. The hypothesis in this study is that consumer brand characteristics have a significant effect on brand loyalty on Yamaha N-Max motorcycles (H1), brand resonance has a significant effect on brand loyalty on Yamaha N-Max motorcycles (H2). The results showed that consumer brand characteristics had no significant effect on brand loyalty and brand resonance had a significant effect on brand loyalty. The conclusion of this study shows that consumer brand characteristics (X1) have no significant effect on brand loyalty and brand resonance (X2) has a significant effect on brand loyalty. Therefore, the proposed H1 is proven to be incorrect and the proposed H2 is proven to be true.
The purpose of this study is to analyze and discuss the effect of consumer brand characteristics and brand resonance on brand loyalty on Yamaha N-Max motorcycles. Furthermore, the formulation of the problem in this study is whether consumer brand characteristics and brand resonance have a significant effect on brand loyalty on Yamaha N-Max motorcycles. This study uses an explanatory research type based on a survey based on a quantitative approach using primary data types through filling out questionnaires distributed using Google Form. The source of data in this study is a sample of respondents who buy and use a Yamaha N-Max motorcycle in Surakarta. The population in this study is the owner of a Yamaha N-Max motorcycle in Surakarta. The sampling technique in this study was non-probability sampling using purposive sampling, where the number of samples in this study was 200 respondents. The hypothesis in this study is that consumer brand characteristics have a significant effect on brand loyalty on Yamaha N-Max motorcycles (H1), brand resonance has a significant effect on brand loyalty on Yamaha N-Max motorcycles (H2). The results showed that consumer brand characteristics had no significant effect on brand loyalty and brand resonance had a significant effect on brand loyalty. The conclusion of this study shows that consumer brand characteristics (X1) have no significant effect on brand loyalty and brand resonance (X2) has a significant effect on brand loyalty. Therefore, the proposed H1 is proven to be incorrect and the proposed H2 is proven to be true.
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