PENGARUH KEPUASAN KONSUMEN, KUALITAS PRODUK DAN CITRA MEREK TERHADAP LOYALITAS KONSUMEN PADA TOYOTA AGYA DI KOTA PADANG

Abstract

This study aims to determine the effect of customer satisfaction, product quality and brand image on consumer loyalty to the Toyota Agya in Padang. The sample in this study are respondents who have bought and used car Toyota Agya, the criteria have been aged over 20 years, been using Toyota Agya at least 6 months, and who live in the city of Padang is 80 respondents. The sampling technique was accidental sampling. The data used is primary data through questionnaires. Data analysis method used is multiple linear regression analysis. Hypothesis testing using t test statistics to demonstrate the influence of the independent variable on the dependent variable partially or individual.
The results of the study found that consumer satisfaction and brand image positive effect on customer loyalty in the Toyota Agya in Padang, while the product quality is not proven positive effect on consumer loyalty to the Toyota Agya in Padang.
Keywords: Customer Satisfaction, Quality Products, Brand Image, Consumer Loyalty