PENGARUH E-WOM DAN PERSEPSI HARGA TERHADAP CITRA MEREK, KEPUASAN PELANGGAN DAN LOYALITAS PENGGUNA MOBIL KELUARGA MEREK AVANZA DI MAKASAR

Jamila Isa, The Influence of e-Wom and Price Perception on the Image of a Brand, Customer Satisfaction and The Loyalty Avanza Car Users in Makasar (advised by Promotor Budiyanto and Co-Promotor Slamet Riyadi). The purpose of this research is to understand the influence of e-Wom and Price Perception on the Image of a Brand, the influence of Price Perception on Customer’s Satisfaction and Loyalty, influence of Brand Image on User’s Satisfaction and Loyalty, and the influence of Satisfaction on Avanza car users. This research used primary data directly taken from the respondents who are Avanza car buyers that have ever purchased the product previously. The population in this research is based upon the data of Toyota Avanza cars sold until 2015 which reached 46.486 units. The survey result done by Toyota research division nationally showed that 63% are more than once Avanza buyers. Therefore the number of the population is 63% x 46.486 which equals to 29.286 respondents. The amount of the samples is determine based on the formula of Slovin which results as many as 400 respondents. The results shows that e-Wom does influence the brand’s image however it does not affect the Customer’s Satisfaction and Customer Loyalty. The Price Perception does affect both the brand’s image and Customer’s Satisfaction and Customer Loyalty. The Brand’s Image influence on Customer’s Satisfaction and Loyalty, while the Customer’s Satisfaction does affect the Customer’s Loyalty