The Role of Price, Promotion And Quality Of Service in Improving Honda Motorcycle Customer Satisfaction and Loyalty

Qomariah, Nurul and SUSBIYANI, ARIK and NIKMAH, HAIRUN and MARTINI, NI NYOMAN PUTU (2022) The Role of Price, Promotion And Quality Of Service in Improving Honda Motorcycle Customer Satisfaction and Loyalty. International Journal of Economics and Management Studies, 9 (1). pp. 14-23. ISSN 2393 – 9125

Text paper-details_Id=920 Download (39kB)

Abstract

Currently, the demand for motorbikes is increasing with the need for community mobility which is increasing as well. Competition between motorcycle dealers is also increasing in getting consumers. This study aims to determine the effect of price, promotion, service quality on customer satisfaction and loyalty at the Honda Dealer "Banyuwangi Motor". The population of this study were all customers of the Honda Dealer "Banyuwangi Motor" in 2019-2020, totalling 8348. The sample was determined by 100 customers using the purposive sampling method on the condition that customers who had bought a Honda motorcycle 2 times at the Banyuwangi Motor Dealer. The reliability test and validity test were carried out so that the questionnaire used was valid and reliable. SEM-PLS analysis was used to test the hypothesis proposed in this study. The results of this study, after being analyzed with WarpPLS 7.0, showed that the price variable had no significant effect on customer satisfaction and loyalty. Promotion significantly affects customer satisfaction and loyalty. Service quality significantly affects customer satisfaction and loyalty. Customer satisfaction has a significant effect on customer loyalty.

Item Type:	Article
Uncontrolled Keywords:	price; promotion; service quality; satisfaction; loyalty.
Subjects:	600 Technology and Applied Science > 650 Business > 659 Advertising
Divisions:	Graduate School > Magister Management (S2)
Depositing User:	Dr. Nurul Qomariah
Date Deposited:	22 Jul 2020 02:01
Last Modified:	04 Mar 2022 01:00
URI:	http://repository.unmuhjember.ac.id/id/eprint/4862

Actions (login required)

View Item