Pengaruh Brand Loyalty dan Desain Produk terhadap Kepuasan Konsumen

Abstract

This study aims to determine and analyze: 1) The Effect of Brand Loyalty on Consumer Satisfaction of Honda Scoopy Users in West Pasaman. 2) The Effect of Product Design on Consumer Satisfaction of Honda Scoopy Users in West Pasaman. 3) Effect of Brand Loyalty and Product Design Simultaneously on Consumer Satisfaction of Honda Scoopy Users in West Pasaman. The population of this research is the people of West Pasaman who use scoopy motorbikes. For sampling used non-probability sampling technique. The number of samples in this study were 100 samples. The results of the study found that: 1). There is a Negatif and insignificant effect of brand loyalty variable on Honda Scoopy Consumer Satisfaction in West Pasaman with a significance value of 0.591 (> 0.05). 2). There is a positive and significant effect of Product Design variable on Honda Scoopy Consumer Satisfaction in West Pasaman because the significance value is 0.000 or <0.05. 3). There is a variable brand loyalty and product design which together have a positive and significant influence on Honda Scoopy Consumer Satisfaction in West Pasaman, the F value is 6914 and the significance value is 0.002 < (0.05). The coefficient of determination for the independent variable seen from the R Square number is 0.125. This means that the contribution of all independent variables studied in this study is 12.50%. The rest, which is 87.50%, is influenced by other variables not examined in this study.

The Effect Of Product Design, Product Quality, And Promotion On Customer Satisfaction Through Purchasing Decisions As An Intervening Variable

“…In addition, purchasing decisions also affect customer satisfaction. This is in line with research conducted by Manabung, Muafa & Awotkay (2023) and Yuliza & Dewi (2022) which reveal that product design has a significant positive effect on customer satisfaction. However, it is contrary to…”