The Effect of Consumer Preference, Consumer Behaviour and Brand Image on Customer Loyalty (Study Case of Honda CBR’s Consumer at Kalbis Institute, East Jakarta)
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Institusion

Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta

Author

Wahyu Aji Saputra, Dimas
Rutinaias, Haholongan

Subject

Manajemen Pemasaran 

Datestamp

2021-01-12 09:13:36 

Abstract :
ABSTRACT This study aims to examine the effect of Consumer Preference, Consumer Behaviour and Brand Image on Customer Loyalty of Honda CBR?s Consumer at Kalbis Institute, East Jakarta. This study with a population is all of students at Kalbis Institute. The sampling method uses a convenience sampling method, so that obtain 137 sample students. The data used in this study is primary data. Data collection techniques using the questioner method given to students at Kalbis Institute. Based on the results of the study, it can be concluded that Consumer Preference, Consumer Behaviour and Brand Image simultaneously affect the Customer Loyalty. Partially Consumer Behaviour and Brand Image variables have a positive significant effect on Customer Loyalty. Consumer Preference has no significant effect on Customer Loyalty of Honda CBR?s Consumer at Kalbis Institute, East Jakarta. 

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21150000464_Artikel Indonesia_2020.pdf
21150000464_Artikel Inggris_2020.pdf