PENGARUH BRAND IMAGE DAN KUALITAS PRODUK TERHADAP LOYALITAS KONSUMEN DI ASTRA HONDA MOTOR

Abstract

This study analyzes the impact of brand image and product quality on customer loyalty at Astra Honda Motor. Both factors are crucial for attaining this objective. . This study used a survey method by distributing questionnaires to consumers of Astra Honda Motor at MA Persis 2 Bandung and Telkom Supratman Tennis Court Bandung. Non-probability sampling was used with a random sampling technique and a total of 100 respondents participated in the study.  Statistical techniques including linear regression were utilized for data collection and analysis to examine the relationship between brand image, product quality, and consumer loyalty  According to the t-test results, the brand image and product quality variables scored a t-count of 4.896 and 2.387 respectively, which is greater than the t-table value of 1.985 at a probability of t (sig<0.05) on consumer loyalty. The F-test results show a calculated F value of 34.982, which is greater than the value of 3.09 with a sig of 0.000 <0.05, indicating that brand image and product quality have a positive and significant impact on consumer loyalty. The R Square value obtained is 0.419 or 41.9%. Brand image and product quality can account for consumer loyalty, with the remaining 58.1% attributed to factors beyond the scope of this study.