PENGARUH BRAND IMAGE DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN DALAM INDUSTRI OTOMOTIF HONDA DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABLE INTERVENING

Abstract

This research aims to determine the effect of brand image and product quality on customer loyalty in the Honda automotive industry with customer satisfaction as an intervening variable. This type of research uses quantitative research methods. The population of this study is Honda motorcycle users in the city of Semarang with a sample size of 125 respondents. The sampling technique for this study is a simple random sampling method without considering certain characteristics, each respondent is chosen freely, but uses Honda motorcycle products. Data analysis uses the structural equation model (SEM) approach with AMOS 24 software calculations. The results of this study indicate that brand image has an effect on customer satisfaction by showing a C.R. value of 2.241> 1.96 and a P-Value 0.025 <0.05. Product quality has an effect on customer satisfaction by showing a C.R. value of 3.261> 1.96 and a P-Value 0.000 <0.05. Customer satisfaction has an effect on customer loyalty by showing a C.R. value of 0.000 <0.05.  4.473>1.96 and P-Value 0.000<0.05. Brand image influences customer loyalty by showing C.R. value 4.583>1.96 and P-Value 0.000<0.05. Product quality influences customer loyalty by showing C.R. value 3.029>1.96 and P-Value 0.000<0.05. Brand image influences customer loyalty through customer satisfaction variable by showing t-count result 2.005> P-Value 0.044. Product quality influences customer loyalty through customer satisfaction variable by showing t-count value 2.636> P-Value 0.008.