Pengaruh brand credibility terhadap word of mouth melalui customer satisfaction dan customer loyalty pada pt. astra honda motor di Surabaya

Salo, Yudih Trisna (2016) Pengaruh brand credibility terhadap word of mouth melalui customer satisfaction dan customer loyalty pada pt. astra honda motor di Surabaya. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Dalam menghadapi lingkungan bisnis yang semakin kompleks seperti saat ini dibutuhkan cara yang tepat untuk pemasaran. Dalam hal ini cara yang dapat digunakan adalah Word of Mouth. Word of Mouth adalah proses komunikasi yang berupa pemberian rekomendasi baik secara individu maupun kelompok terhadap suatu produk atau jasa yang bertujuan untuk memberikan informasi secara personal, yang dipengaruhi oleh Brand Credibility melalui Customer Satisfaction dan Customer Loyalty. Penelitian ini merupakan penelitian kuantitatif, yaitu penelitian yang berlandaskan pada filsafat positivistme, digunakan untuk meneliti pada populasi atau sampel tertentu dengan cara melakukan pengumpulan data dengan menggunakan instrument penelitian, melakukan analisis data yang bersifat angka atau statistik dengan tujuan untuk menguji hipotesis yang telah ditetapkan. Jenis penelitian adalah kausal karena bertujuan untuk mengetahui pengaruh dari variabel bebas terhadap variabel terikat. Tahapan penelitian terdiri dari: Uji Validitas, Uji Reliabilitas, Uji Asumsi Klasik yang terdiri dari, Uji Normalitas, Uji Heteroskedastisitas, Uji Linearitas, Uji Multikolinieritas, kemudian Regresi Linear yang terdiri dari Regresi Linear Sederhana (Simple Linear Regression), Regresi Linear Berganda (Multiple Linear Regression) yang juga terdiri dari Koefisien Korelasi (r) dan Koefisien Determinasi (R2), dilanjutkan dengan pengujian Hipotesis yang terdiri dari Uji T dan Uji F. Hasil penelitian menunjukkan pengaruh yang signifikan dari Brand Credibility terhadap Customer Satisfaction dengan koefisien regresi sebesar 0,725, lalu pengaruh yang signifikan dari Brand Credibility terhadap Customer Loyalty dengan koefisien regresi dengan nilai 0,419, kemudian pengaruh yang signifikan dari Customer Satisfaction terhadap Customer Loyalty terhadap Word of Mouth dengan nilai koefisien regresi 0,402 dan 0,415 / In the face of an increasingly complex business environment such as the current required for marketing the right way. In this way it can be used is Word of Mouth. Word of Mouth is a process of communication that the provision on either individually or in groups to a product or service that aims to provide personal information, which is affected by Brand Credibility through Customer Satisfaction and Customer Loyalty. This research is a quantitative research, the research is based on the philosophy positivistme, used to examine the population or a particular sample by means of collecting data using the research instrument, perform data analysis that is numbers or statistics in order to test the hypothesis that has been set. This type of research is causal because it aims to determine the effect of independent variables on the dependent variable. Stages of the study consisted of: Test Validity, Test Reliability Test, Classical Assumption comprising, Normality Test, Test Heteroskidastity, Test Linearity, Test Multicolinearity, then Linear Regression consisting of Simple Linear Regression (Simple Linear Regression), Multiple Linear Regression (Multiple linear Regression) which also comprises correlation coefficients (r) and the coefficient of determination (R2), followed by testing the hypothesis that consists of T test and test F. The results showed a significant effect of Brand Credibility on Customer Satisfaction with a regression coefficient of 0.725, and a significant effect of Brand Credibility of the Customer Loyalty with regression coefficient with a value of 0.419, then a significant impact on the Customer Satisfaction to Customer Loyalty to the Word of Mouth with the regression coefficient 0.402 and 0.415

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