Pengaruh brand image, brand service quality dan brand satisfaction terhadap brand trust pada konsumen service center honda di Surabaya

Wijaya, Andy Satryawan (2016) Pengaruh brand image, brand service quality dan brand satisfaction terhadap brand trust pada konsumen service center honda di Surabaya. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Peningkatan penjualan produk Honda memberikan indikasi atas fenomena brand loyalty mobil Honda, karena kemungkinan besar beberapa konsumen dari mobil Honda tidak akan berpindah ke mobil merek lain. Citra merek menjadi salah satu persoalan yang harus di pantau secara terus menerus oleh setiap perusahaan. Dengan adanya brand image yang positif dimata konsumen dapat meningkatkan kepercayaan konsumen terhadap merek. Selain itu, brand trust juga dapat dibentuk melalui service. Penelitian ini bertujuan untuk Untuk mengetahui pengaruh variabel Brand Image, Brand Service Quality, dan Brand Satisfaction terhadap Brand Trust Konsumen Service Center Honda di Surabaya. Jenis penelitian yang digunakan penulis adalah penelitian asosiatif. Populasi pada penelitian ini adalah semua pelanggan Konsumen Service Center Honda di Surabaya sebanyak 100 responden. Teknik analisis data yang digunakan adalah regresi linear berganda. Hasil penelitian ini menunjukkan bahwa Brand Image, Brand Service Quality dan Brand Satisfaction memiliki pengaruh signifikan terhadap Brand Trust pada Service Center Honda di Surabaya / Increased sales of Honda products provide an indication of the phenomenon of brand loyalty Honda car, because it is likely some of the consumers of Honda cars will not switch to another cars brand. Brand image became one of the issues that must be monitored constantly by each company. With the positive brand image in the eyes of consumers could increase consumer confidence in the brand. In addition, brand trust can also be formed through the service. This study aimed to determine the influence of Brand Image, Brand Service Quality and Brand Satisfaction on Brand Trust Consumer Honda Service Center in Surabaya. This type of research is the study authors associative. The populations in this study are all customers Honda Service Center in Surabaya by 100 respondents. Data analysis technique used is multiple linear regressions. The results of this study indicate that Brand Image, Brand Service Quality, and Brand Satisfaction has a significant influence on Brand Trust on a Honda Service Center in Surabaya

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