PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN DIMEDIASI KEPUASAN PELANGGAN (Studi pada Pelanggan Sepeda Motor Honda di Kota Semarang)

Abstract

The purpose of this study was to examine and analyze the effect of product quality, brand image, and service quality on customer loyalty mediated by the satisfaction of Honda motorcycle customers. This research was conducted in the city of Semarang.

The population in this study were customers who had used and purchased Honda motorbikes in the city of Semarang. The sample in this study was taken using a purposive sampling technique with the criteria of customers who have used and purchased a Honda motorcycle at least 2 times a purchase. The sample was taken using the opinion of Roscoe. The sample size is determined 25 times the independent variable, so that 3 x 25 = 75 respondents. Therefore, this study determined as many as 100 respondents. Data were analyzed using validity test, reliability test, multiple regression analysis, F test, determination coefficient test (R2), t test, and mediation test. Data analysis techniques were carried out using the SPSS 19 computer program. The results showed that product quality has a positive and significant effect on customer satisfaction, brand image has a positive and significant effect on customer satisfaction, service quality does not affect customer satisfaction, product quality has a positive and significant effect on customer loyalty, brand image does not affect customer loyalty, service quality does not affect customer loyalty. The mediation test results in this study indicate that product quality influences customer loyalty mediated customer satisfaction, brand image influences customer loyalty mediated customer satisfaction, service quality does not directly or indirectly affect customer loyalty.