Analisis Pengaruh Keterlibatan Produk dan Kepuasan Konsumen pada Loyalitas Merek: studi produk keterlibatan tinggi

Wardani, Aditya, Tur Nastiti, S.E., M.Si.

2008 | Skripsi | S1 Extention - Management

N.A.

This research was adopted from previous research about positive influence between product involvements and brand loyalty also customer satisfaction and brand loyalty, by Punniyamoorthy and Mohan Raj (2007). This research planned to examined positive influence between product involvements and brand loyalty also customer satisfaction and brand loyalty on high involvement product. This research object is matic motorcycle Yamaha Mio as a proxy of high involvement product. The sample of this research is individual who have involve in purchasing as decision making or influencer, have done direct purchasing, and using Yamaha Mio more than one year. Questionnaire research gave to 100 respondents in Yogyakarta. Using purposive sampling methods with primer data collection technique through questionnaire. Data were analyzed using simple regression by 15th SPSS for Windows. This research results indicates that the product involvements and customer satisfaction as an independent variable have positive and significant influence on brand loyalty as a dependent variable. It means, if there is an increasing on product involvement and customer satisfaction then it will trigger brand loyalty improvement. This research results also determine that product involvement and customer satisfaction is not the only brand loyalty formed factor. The managerial implications of this research is a guideline for marketers in order to increase brand loyalty through product involvement and customer satisfaction improvement as two of the important brand loyalty formed factor. Keywords: Product Involvement, Customer Satisfaction, and Brand Loyalty

Kata Kunci : Kepuasan Konsumen; Loyalitas Merek; keterlibatan Produk; Pemasaran