PENGARUH KUALITAS PRODUK DAN BRAND IMAGE TERHADAP LOYALITAS PELANGGAN: KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING (STUDI PADA PELANGGAN SEPEDA MOTOR HONDA DI KABUPATEN KAMPAR)

  • Ikas Miran Institut Bisnis dan Teknologi Pelita Indonesia
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Abstract

This study aims to see the effect of Product Quality on Customer Satisfaction, the effect of Brand Image on Customer Satisfaction, the effect of Product Quality on Customer Loyalty, the effect of Brand Image on Customer Loyalty, the Effect of Product Quality on Customer Loyalty through Customer Satisfaction and the Effect of Brand Image on Customer Loyalty through Customer Satisfaction. The number of samples from the study were 105 Honda motorcycle customer respondents in Kampar Regency. Technique of sampling using non probability sampling and sample selection by purposive sampling. Data collection was carried out by distributing questionnaires. The data processing method in this research is instrument test, classical assumption test, t test and path analysis using the SPSS 20. The results of this study indicate that product quality and brand image affect customer loyalty through customer satisfaction of Honda Motorcycle in Kampar regency.


Penelitian bertujuan untuk mengetahui pengaruh Kualitas Produk terhadap Kepuasan Konsumen, pengaruh Brand Image terhadap Kepuasan Konsumen, pengaruh Kualitas Produk terhadap Loyalitas Pelanggan, pengaruh Brand Image terhadap Loyalitas Pelanggan, pengaruh Kualitas Produk terhadap Loyalitas Pelanggan melalui Kepuasan Konsumen dan pengaruh Brand Image terhadap Loyalitas pelanggan melalui Kepuasan Konsumen. Jumlah sampel dari penelitian adalah 105 responden pelanggan sepeda motor Honda di kabupaten Kampar. Teknik pengambilan sampel menggunakan non probability sampling dan pemilihan sampel dengan purposive sampling. Metode pengumpulan data yang digunakan adalah kuesioner. Metode pengolahan data pada penelitian ini adalah uji Instrument, uji Asumsi Klasik, uji t dan Path Analysis) menggunakan aplikasi SPSS 20. Hasil penelitian ini menunjukkan bahwa Kualitas Produk dan Brand Image berpengaruh terhadap Loyalitas Pelanggan melalui Kepuasan Konsumen sepeda motor Honda di Kabupaten Kampar.


 

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Published
2021-06-30
How to Cite
MIRAN, Ikas. PENGARUH KUALITAS PRODUK DAN BRAND IMAGE TERHADAP LOYALITAS PELANGGAN: KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING (STUDI PADA PELANGGAN SEPEDA MOTOR HONDA DI KABUPATEN KAMPAR). Procuratio : Jurnal Ilmiah Manajemen, [S.l.], v. 9, n. 2, p. 129-140, june 2021. ISSN 2580-3743. Available at: <http://www.ejournal.pelitaindonesia.ac.id/ojs32/index.php/PROCURATIO/article/view/998>. Date accessed: 24 oct. 2021. doi: https://doi.org/10.35145/procuratio.v9i2.998.

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