Consumer Satisfaction as an Intervening Variable in The Relationship Between Product Quality, Service Quality and Brand Image to Customer Loyalty: a Case Study on Honda Vario Motorcycles in The Jabodetabek Area

Autor(s): Sarah Maula, Sri Rakhmawati, Budiasih Budiasih
DOI: 10.35760/ugefic.v8i1.214

Abstract

This study aims to analyze the influence of product quality, service quality, and brand image on customer loyalty through consumer satisfaction in Honda Vario motorcycle users in the Jabodetabek area. This study uses a quantitative method with a survey approach of 150 respondents who are customers aged at least 17 years who have used Honda Vario motorcycles. Data analysis was carried out using the Partial Least Square (PLS) method to test the direct and indirect relationships between variables. The results of the study show that product quality, service quality, and brand image have a positive and significant effect on consumer satisfaction. In addition, the variables of product quality, service quality and brand image affect customer loyalty and have proven to play an important role in increasing customer loyalty of Honda Vario motorcycles in the Jabodetabek area.

Keywords

Brand Image, Consumer Satisfaction, Product Quality, Service Quality

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References

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DOI: http://dx.doi.org/10.35760/ugefic.v8i1.214

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