FAKTOR – FAKTOR YANG MEMPENGARUHI KEPUASAN KONSUMEN DALAM MENGGUNAKAN PRODUK MOBIL MEREK HONDA JAZZ PADA PT. MANDALA MANDIRI MOTOR SURABAYA

WINDHA , ARIANINGTYAS (2013) FAKTOR – FAKTOR YANG MEMPENGARUHI KEPUASAN KONSUMEN DALAM MENGGUNAKAN PRODUK MOBIL MEREK HONDA JAZZ PADA PT. MANDALA MANDIRI MOTOR SURABAYA. Undergraduate thesis, Faculty of Social Sciences and Political Science.

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Abstract

Automotive industry in Indonesia offers a wide range of products , so it is not surprising that competition in the automotive business , especially small MPV type car has been extremely tight and the price offered was to be competitive . Users Honda Jazz products in 2012 decreased which caused misalignment of expectations of consumers towards products Honda jazz and increased complaints made by consumers to the product manual Honda jazz . This research aims to determine whether the product user customer satisfaction Honda jazz influenced by the perception of quality , service quality , brand associations , and brand loyalty . The population in this study is the product users Honda Jazz in 2010 to 2012 in the city of Surabaya . Samples taken as many as 80 respondents using factor analysis techniques that analysis . The use of variables using Likert scale . Samples of this study is that consumers who buy cars Honda Jazz . Data collection by questionnaires . Based on this analysis we concluded that the first factor consists of physical evidence variable product , service reliability , responsiveness , assurance and reassurance , empathy . Factor II consisted of a variable product performance , product characteristics , resistance machines , service product , use . Factor III consists of variable recommendation , experience , information . Factor IV consists of intangible attribute variables , famous people or audiences , lifestyles . Factor V consists of a variable product class , competitors . In the first group of factors indicate that the item assurance and certainty of the most dominant influence in customer satisfaction when using a Honda Jazz car brand . In the group of factors II indicates that the item most dominant influence product characteristics in consumer satisfaction when using a Honda Jazz car brand . In group III factor indicated that the most dominant item in recommendation affects customer satisfaction when using a Honda Jazz car brand . In group IV factors indicate that lifestyle item the most dominant influence in customer satisfaction when using a Honda Jazz car brand . In group V factor indicates that the item affects most dominant competitors in customer satisfaction when using a Honda Jazz car brand . Keywords : Perception of quality , service quality , brand associations , brand loyalty.

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