ANALISIS PENGARUH DIFERENSIASI PRODUK MOTOR HONDA TERHADAP BRAND LOYALTY (STUDI KASUS PADA MAHASISWA FAKULTAS SYARIAH IAIN RADEN FATAH PALEMBANG)

SUCIATI, SRI RIZKI and Daud, Islahuddin and Nofiawaty, Nofiawaty (2009) ANALISIS PENGARUH DIFERENSIASI PRODUK MOTOR HONDA TERHADAP BRAND LOYALTY (STUDI KASUS PADA MAHASISWA FAKULTAS SYARIAH IAIN RADEN FATAH PALEMBANG). Undergraduate thesis, Sriwijaya University.

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Abstract

Differentiation is a part of marketing strategy which will support the firm’s activities in increasing sales volume, developing consumer’s trust, and ehancing customer’s loyalty toward brand of a product. The purposes of this research are (1) knowing the influence product differentiation of Honda motorcycle toward consumer’s brand loyalty and (2) knowing which product differentiation that give the biggest influence toward brand loyalty of Honda motorcycle product. The main instrument which used in this research is questionnaire. Beside that, documentary data which are obtained from magazine, brochure, newspaper, and internet are also used for this research. The data which used for this research are primary data and secondary data. Primary data are obtained through observational result, interview, and questionnaire. On the other hand, secondary data are obtained from data which processed by second parties. Research findings show that product differentiation like durability, Service, style, and plan is statistically significant. It reveals that all independent variables have influence toward brand loyalty.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Product differentiation and Brand loyalty
Subjects:	H Social Sciences > HF Commerce > HF5735-5746 Business records management H Social Sciences > HF Commerce > HF5801-6182 Advertising
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Tiara Hilda Safitri Rts
Date Deposited:	08 Jul 2021 04:55
Last Modified:	08 Jul 2021 04:55
URI:	http://repository.unsri.ac.id/id/eprint/49441

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