ANALISIS PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUASAN DAN DAMPAKNYA PADA NIAT BELI ULANG SEPEDA MOTOR HONDA MATIC DI KOTA DEMAK

Abstract

This study on analysis the effect of brand image and product quality on satisfaction and its impact on purchase intentions motorcycle Honda matic in Demak city. The data used in this research is the primary data, with the questionnaire as a research instrument. The population in this study is the user community residents or owners of motorcycle Honda matic, totaling 100 respondents. The sampling technique in this study using purposive sampling, that the sampling deliberate in accordance with the requirements of the sample used.With the characteristics of customer samples Astra Motor Honda Demak, and owners motorcycle matic Hondabrand The analysis tool used is multiple linear regression. The results showed that there are positive and significant between the brand image on satisfaction and product quality on satisfaction. There is positive and significant correlation between satisfaction with repurchase interest. Keywords : Brand Image, Product Quality, Satisfaction, Purchase Intentions