Hardiyanto, Yusuf Faathoni (2017) Pengaruh Kualitas Produk, Citra Merek, dan Kepercayaan Merek Terhadap Loyalitas Merek Pada Pengguna Motor Honda di Surabaya. Undergraduate thesis, STIE Perbanas Surabaya.
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Abstract
Motorcycles that are currently the main means of transportation in Indonesia are widely used . Motorcycles are also considered to be more efficient for Indonesia's road that often have traffic jam. Along with the growing population in Indonesia and the competition between products on a brand is getting tighter, the company is required to compete to market its products better. There are several factors that can influence consumers to be loyal to a product, such as product quality, brand image, and brand trust. This study aims to find out how the quality of products, brand image, and brand trust affect brand loyalty to users of Honda motorcycles. The sample used in this research is the owner and users of Honda motorcycles in Surabaya. The sample used in this study was 114 respondents by distributing questionnaires. The data were analysed using MRA(Multiple Regression Analysis) using. The result of the research showed that product quality does not significantly affect the brand loyalty, while brand image and brand trust significantly affetct the brand loyalty. Keywords: Product Quality, Brand Image, Brand Trust, Brand Loyalty
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 15 Jan 2020 04:42 |
| Last Modified: | 15 Jan 2020 04:42 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/6101 |
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