Nurdiana, Iva (2012) Brand Equity, Kepuasan dan Loyalitas Pelanggan Sepeda Motor Honda di Kabupaten Malang. Jurnal Ekonomi Bisnis, 17 (1). pp. 57-66. ISSN 0853-7283
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Abstract
The study was conducted as the objective of indentifying the role of brand equity of the Honda brand motorcycles in order to achieve the sustainable customer loyalty, either directly or indirectly through customer satisfaction. Sample size of 105 by using a purposive sampling technique from the owner of Honda motorcycles were collected from 32 workshops AHASS in Malang. Data analysis technique used is the Path Analysis. The result show that brand equity is owned by Honda brand motorcycles also create customer loyalty Honda brand motorcycles. Customer loyalty customer satisfaction is also influenced by the Honda brand motorcycles. The higher the customer loyalty, its indicated by a willingness to make repeat purchases and recommend to others. Brand equity has greater direct influence on customer loyalty than the indirect effect through customer satisfaction
| Item Type: | Article |
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| Subjects: | Manajemen dan Kewirausahaan > Artikel |
| Divisions: | Fakultas Ekonomika dan Bisnis > Manajemen |
| Depositing User: | IVA NURDIANA |
| Date Deposited: | 05 Nov 2015 16:49 |
| Last Modified: | 06 Nov 2015 16:20 |
| URI: | http://repository.unikama.ac.id/id/eprint/393 |
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