Analisis Pengaruh Brand Satisfaction, Brand Awareness, Word of Mouth terhadap Brand Loyalty Sepeda Motor Honda Scoppy di Soloraya

Mawarsari, Dyah Arum and , Drs. Moechammad Nasir, M.M. (2020) Analisis Pengaruh Brand Satisfaction, Brand Awareness, Word of Mouth terhadap Brand Loyalty Sepeda Motor Honda Scoppy di Soloraya. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The purpose of this research is to analyze the direct effect of Brand Satisfaction, Brand Awareness, and Word of Mouth on Brand Loyalty. The results of this study are expected to be a guideline for determining the steps to be taken by Honda Scoopy motorcycle products by considering Brand Satisfaction, Brand Awareness, and Word of Mouth towards Brand Loyalty. This type of research uses quantitative research and is in the form of primary data. The population in this study are all people who own and use a Honda Scoopy motorcycle, while the sampling technique is using a purposive sampling method that is 150 respondents with criteria for owning and using a Honda Scoopy motorcycle, located in the Soloraya. Based on the results of the study it can be concluded that 1) Brand Satisfaction directly has a significant effect on Brand Loyalty. 2) Brand Awareness directly has a significant effect on Brand Loyalty. 3) Word of Mouth directly has a significant effect on Brand Loyalty. Keywords: Brand Satisfaction, Brand Awareness, Word of Mouth, Brand Loyalty.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Brand Satisfaction, Brand Awareness, Word of Mouth, Brand Loyalty.
Subjects:	H Social Sciences > HC Economic History and Conditions
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	DYAH ARUM MAWARSARI
Date Deposited:	22 Feb 2020 04:12
Last Modified:	22 Feb 2020 04:12
URI:	http://eprints.ums.ac.id/id/eprint/81625

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