Analisis Company Characteristic Terhadap Loyalitas Merek Pada Dua Merek Sepeda Motor Terkenal Di Solo Raya

This study aims to analyze how the company characteristic of brand loyalty in two well-known motorcycle brands in Solo Raya. The motorcycle brand companies in question are Yamaha N-Max and Honda PCX. The focus of this research consists of (1) The Effect of Trust In Company on Brand Loyalty; (2) Effect of Company Reputation on Brand Loyalty; (3) Effect of Company Integrity on Brand Loyalty. The approach used in this study is a quantitative approach with data collection using a questionnaire or questionnaire. The sample data from this study are people who buy and use Yamaha N-Max and Honda PCX motorcycles. Data analysis using Partial Least Square (PLS). The results of this study are both the object of study Yamaha N-Max and Honda PCX Trust In Company. Company Reputation, and Company Integrity all have a positive and significant effect on Brand Loyalty. From the Trust In Company side, the Yamaha N-Max is more dominant than the Honda PCX. In terms of company reputation, the Yamaha N-Max is more dominant than the Honda PCX. In terms of Company Integrity, Honda PCX is more dominant than Yamaha N-Max. KeyWords: Brand Loyalty, Company Characteristc, Trust In Company, Company Reputation, Company Integrity