ANALISIS PENGARUH CITRA MEREK DAN KEPUASAN KONSUMEN TERHADAP LOYALITAS KONSUMEN UNTUK PEMBELIAN MOBIL HONDA

Wijaya, Dannel (2017) ANALISIS PENGARUH CITRA MEREK DAN KEPUASAN KONSUMEN TERHADAP LOYALITAS KONSUMEN UNTUK PEMBELIAN MOBIL HONDA. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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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

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: brand image ; Customer satisfaction ; and consumer loyalty
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Theses - S1 > Management Study Program
Depositing User: Chatarinedesi Kurniawati
Date Deposited: 26 Oct 2022 05:51
Last Modified: 26 Oct 2022 05:51
URI: https://eprints.ukmc.ac.id/id/eprint/9124

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