The influence of brand image towards customer satisfaction at PT Indako Trading Coy

Michelle, Natasha (2020) The influence of brand image towards customer satisfaction at PT Indako Trading Coy. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The Honda brand as a brand owned by the company still has weaknesses in competing with other brands. The brand as the identity of the products sold by the company has a value and meaning in increasing sales performance in the company. Brand consideration is always the first thing in buying a product or service. According to Sangadji and Sopiah (2015, p.338), revealed that a brand's image becomes a positive benefit if it is able to meet expectations and be better known to consumers The research types by the writer are descriptive research and causal study with probability sampling with sampling technique using convenience sampling. In this research the sample size is 100 customers. All data tested have passed the results of tests of validity and reliability tests, normality tests, linearity tests, heterocedasticity tests. Regression test result Customer Satisfaction = 8,651 + 0,672 Brand Image, determination test 0,551 means that 55,1% of brand image had influence to customer satisfaction. T-test result with 11,830 > 1.984, Ha is accepted, meaning brand image has influence on customer satisfaction at PT Indako Trading Coy Based on the findings, the recommendation for PT Indako Trading Coy needs to pay attention to Honda's brand rating as part of the brand image that the company must develop and maintain. Brand image enhancement can be done by using promotion as a medium to expand the reach of Honda's brand image.   / Merek Honda sebagai merek yang dimiliki oleh perusahaan masih memiliki kelemahan dalam bersaing dengan merek lain. Merek sebagai identitas produk yang dijual oleh perusahaan memiliki nilai dan makna dalam meningkatkan kinerja penjualan di perusahaan. Pertimbangan merek selalu menjadi hal pertama dalam membeli produk atau layanan. Menurut Sangadji dan Sopiah (2015, p.338), terungkap bahwa citra merek menjadi manfaat positif jika mampu memenuhi harapan dan lebih dikenal konsumen. Jenis penelitian yang penulis lakukan adalah penelitian deskriptif dan studi kausal dengan probability sampling dengan teknik pengambilan sampel menggunakan convenience sampling. Dalam penelitian ini ukuran sampel adalah 100 pelanggan. Semua data yang diuji telah lulus dari hasil uji validitas dan uji reliabilitas, uji normalitas, uji linieritas, uji heteroskedastisitas. Hasil uji regresi Kepuasan Pelanggan = 8,651 + 0,672 Citra Merek, uji determinasi 0,551 berarti bahwa 55,1% citra merek memiliki pengaruh terhadap kepuasan pelanggan. Hasil uji-t dengan 11.830> 1.984, Ha diterima, artinya citra merek berpengaruh terhadap kepuasan pelanggan di PT Indako Trading Coy Berdasarkan temuan, rekomendasi untuk PT Indako Trading Coy perlu memperhatikan peringkat merek Honda sebagai bagian dari citra merek yang harus dikembangkan dan dipertahankan oleh perusahaan. Peningkatan citra merek dapat dilakukan dengan menggunakan promosi sebagai media untuk memperluas jangkauan citra merek Honda.

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