ANALISIS PENGARUH CITRA MEREK DAN KEPUASAN KONSUMEN TERHADAP LOYALITAS KONSUMEN UNTUK PEMBELIAN MOBIL HONDA

This study aims to influence the brand image and customer satisfaction on consumer loyalty for the purchase of Honda in Palembang. This type of research is a field study. The population in this study is the person who was service at the Honda workshop and owner of Honda cars in Palembang. The sample in this research is determined using purposive sampling method. The samples of the research were 100 respondents. Hypothesis testing using multiple linier regression analysis method with the help of SPSS program version 19.0. The results of this study indicate that the influence of brand image and customer satisfaction on consumer loyalty in buying a Honda car in Palembang. Analytical techniques in this study using quantitative analysis while to test the hypothesis used T test and F test. The results in this study indicate that the brand image and customer satisfaction proved to have an influence on consumer loyalty of 55.5%. Keywords :brand image, Customer satisfaction, and consumer loyalt