PENGARUH PROMOSI, KEPERCAYAAN KONSUMEN, DAN LAYANAN PURNA JUAL TERHADAP KEPUASAN KONSUMEN MOTOR HONDA SCOOPY PADA MAHASISWA STIESIA SURABAYA

Abstract

This research examines the effect of promotion, consumer trust, and sales post-service on consumer satisfaction of Honda Scoopy for Students of STIESIA Surabaya. Promotion was measured by advertisement, sales promotion, and public relations. Consumer trust was measured by competitiveness, honesty, commitment, and credibility. Sales post-service were measured by official garage availability, easiness finding parts, employee service, and handling consumer complaints. The research applies quantitatively with a descriptive approach. Furthermore, the data collection technique used simple random sampling. The sample was Honda Scoopy users who were Students of STIESIA Surabaya with 100 respondents. Moreover, the data analysis technique used multiple linear regression with SPSS 26 versions. The result indicates that promotion, consumer trust, and sales post-service have a positive and significant effect on the consumer satisfaction of Honda Scoopy for Students of STIESIA Surabaya.