Heesabela, Meylensia (2022) Pengaruh Kualitas Produk Dan Citra Merek Terhadap Kepuasan Konsumen Dan Dampaknya Pada Loyalitas Konsumen Produk Motor Honda Di Surabaya. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.
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Abstract
The purpose of this study was to examine the effect of product quality and brand image on consumer satisfaction and its impact on consumer loyalty for Honda motorcycle products in Surabaya. The sampling technique used in this study was purposive sampling with a sample of 100 people. The analytical method used is multiple linear analysis (MRA) using a questionnaire method. The results of this study state that product quality has a significant positive effect. This indicates that good product quality will increase customer satisfaction with a product, and brand image has a significant effect on customer satisfaction for Honda motorcycle products. Partially, customer satisfaction has a significant effect on customer loyalty. Keywords: Product Quality, Brand Image, Consumer Loyalty
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 300 - SOCIAL SCIENCE > 330 - 339 ECONOMICS > 330 - ECONOMICS |
| Divisions: | Bachelor of Management |
| Depositing User: | MEYLENSIA HEESABELA |
| Date Deposited: | 30 Jan 2024 02:40 |
| Last Modified: | 30 Jan 2024 02:40 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/11266 |
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