PENGARUH CITRA MEREK, PURNA JUAL, DAN FANATISME TERHADAP LOYALITAS PELANGGAN MOTOR BEAT

Abstract

This research examines the effect of brand image, post-sale, and fanaticism on customer loyalty of Honda Beat, Kecamatan Krian. Brand image was measured by the favorability of brand associations, the strength of brand associations, and the uniqueness of brand associations. Post-sale was measured by guarantee, repairement, and spare parts. Fanaticism was measured by the amount of interest and care, personal and group manner, duration of focusing on certain activity, and family motivation. Customer loyalty was measured by brand image, customers’ characteristics, switching barrier, customer experience, and competitive environment. The research applies quantitatively with a descriptive approach. Furthermore, the population consists of customers of Honda Beat, Kecamatan Krian. The data collection technique used a simple random sampling with the Slovin formula. In line with that, there were 100 respondents as a sample. Moreover, the instrument in the data collection technique was a questionnaire. The questionnaires were distributed online through Google Forms. The data analysis technique used SPSS 26. The result shows that brand image has a positive but insignificant effect on customer loyalty. However, post-sale and fanaticism have a positive and significant effect on customer loyalty of Honda Beat, Kecamatan Krian.