PENGARUH DIFERENSIASI PRODUK, HARGA DAN CITRA MEREK TERHADAP KEPUASAN KONSUMEN PADA YAMAHA NEW V-IXION DI KOTA PADANG

Abstract

The research aims to determine the effect of product differentiation, price and brand
image on consumer satisfaction on new Yamaha V-ixion in Padang town. The research uses
purposive sampling technique. The member of sample used eighty respondent. The type of data
used is primary data through questionnaires. Data analysis method used is multiple linear
regression analysis. Results of the study showed that product differentiation, price and brand
image positive and significant impacton consumer satisfaction on new Yamaha V-ixion in
Padang town. Recommended to the automotive industry new motorbike Yamaha V-Ixion in
Padang city should pay more attention to product differentiation in order to influence the choice,
needs and interests of consumers of the most privileged so as to increase customer satisfaction
and to continue to seek to increase prices and a better brand image for consumers.
Keywords: Product Differentiation, Price, Brand Image, Costumer Satisfaction