PENGARUH KOMUNITAS MEREK SEPEDA MOTOR YAMAHA DI KOTA PADANG TERHADAP PERILAKU WORD OF MOUTH

Abstract

The purpose of this study was to determine the effect of brand community of Yamaha
motorcycle in the city of Padang to word of mouth behavior. The population in this study were
all members of the community Yamaha motorcycle in the city of Padang. The sampling
technique used is purposive sampling, while the number of samples used is one hundred twenty
people. The analysis technique data used is multiple regression linear. In this study, using four
variables, customer relations company, product customer relations, customer brand relations
and customer customer relations. The variables that have a significant effect in this study is
customer relations company, product customer relations, customer customer relations to word
of mouth. While the brand customer relations variable does not affect the word of mouth
behavior. This study provides practical recommendations for the management of PT. Yamaha to
continue to improve customer relations company, product customer relations, and customer
customer relations in the future. This is due to company customer relations, customer product
relations, and customer customer relations has a significant influence on the word of mouth
behavior to Yamaha motorcycle community in the city of Padang.
Key words : customer relations company, product customer relations, customer brand
relations, customer customer relations and word of mouth.