Jurnal PENGARUH KESADARAN MEREK, CITRA MEREK DAN PERSEPSI KUALITAS TERHADAP LOYALITAS MEREK STUDI PADA PENGGUNA KENDARAAN MATIC RODA DUA MEREK HONDA
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THE EFFECT OF BRAND AWARNING, BRAND AND IMAGE
QUALITY PERCEPTION ON BRAND LOYALTY
STUDY ON THE USER OF TWO MATIC VEHICLES
S1 thesis, UAJY.
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The growth of the automotive industry in Indonesia is currently expanding
very rapidly resulting in increasingly tight industrial competition,
especially in the industry of two-wheeled vehicles or motorcycles. Two-wheeled vehicles
has become one of the important needs in people's lives
modern. Motor became one of the most desirable means of transportation
because of its easy to use and faster travel time for
facing current urban congestion.
Motor matic type became the choice of modern society
need a vehicle with its operation and its usage
easy and suitable for both male and female consumers. Besides
that, the price is quite affordable and fuel consumption is more efficient
making consumers interested in using this type of vehicle.
This research was conducted to analyze the effect partially
as well as simultaneous variables of brand awareness, brand image, and perception of quality
against Honda motorcycle brand loyalty. In addition, it also analyzes
differences in variables in terms of respondent characteristics of both types
sex, age of respondent, motor type, occupation, and income.
Data were collected through questionnaires distributed at 200
respondents users of Honda motor matic. The results of this study provide
information that 45.1% brand loyalty is influenced by brand awareness,
brand image, and quality perception. Brand Image and Quality Perception have
a positive and significant influence on brand loyalty, whereas
brand awareness has no significant effect on brand loyalty.
In the test the difference of consumer ratings on the awareness variable
brand, brand image, quality perception, and brand loyalty are reviewed from
characteristics of respondents by sex and job are not available
difference. While viewed from the age of respondents, motor type, and income
there is a difference.
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