Pengaruh citra merek dan kualitas produk terhadap kepuasan konsumen Sepeda Motor Honda Beat (Studi Kasus Mahasiswa Manajemen STIE Widya Gama Lumajang)

Abstract

Satisfaction is the overall attitude of consumers who appear after getting goods or services in accordance with the wishes of a consumer measured by brand image and product quality.  This study aims to determine the effect of brand image and product quality on consumer satisfaction Honda Beat motorcycles used in this study are consumers who have used Honda Beat motorcycles.  The sample in this study were 92 respondents taken through a questionnaire using the Solvin formula.  The sampling technique uses a non-probability sampling type of purposive sampling.  This research uses quantitative data analysis techniques. The analytical method used is the validity test, reliability test, data normality test, multicollinearity test, heteroscedasticity test, t test and multiple linear regression analysis.  The results of this study indicate that brand image does not have a significant effect on consumer satisfaction for Honda Beat motorcycles, while product quality has an influence on consumer satisfaction for Honda Beat motorcycles.