PENGARUH CITRA MEREK DAN KUALITAS LAYANAN TERHADAP LOYALITAS PENGGUNA SEPEDA MOTOR YAMAHA PADA MAHASISWA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA

PERTIWI, TIANSI SUCI (2019) PENGARUH CITRA MEREK DAN KUALITAS LAYANAN TERHADAP LOYALITAS PENGGUNA SEPEDA MOTOR YAMAHA PADA MAHASISWA FAKULTAS EKONOMI DI UNIVERSITAS NEGERI JAKARTA. S1 thesis, Fakultas Ekonomi.

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Abstract

TIANSI SUCI PERTIWI, The Effect Of Brand Images And Quality Of Services On Loyalty Users Of Yamaha Motorcycle In The Faculty Of Economics Student In State University Of Jakarta. This research was conducted at the Faculty of Economics, Jakarta State University, for 6 months from January to July 2019. The purpose of this study was to determine the effect of brand image and service quality on the loyalty of Yamaha motorcycle users to Students of the Faculty of Economics at Jakarta State University. The research method that the researcher uses is a survey method with a questionnaire, the population used is all students of the Faculty of Economics, Jakarta State University. The sampling technique used was a purposive sampling technique of 157 people. The resulting regression equation is Ŷ = 9,183 + 0,309 X1 + 0,306 X2. The requirements analysis test is the normality test with the Kolmogorov-Smimov test with a significance level (α) = 5% or 0.05 and produces a significant level of Y value of 0.200, X1 is worth 0.200, X2 is 0.200. Because the significance level of the three variables is> 0.05, it can be concluded that the data are normally distributed and can be used in subsequent analyzes. Regression linearity test Y for X1 and Y over X2 produces a significance value in linearity, which is 0,000 <0,05, so it is concluded that it has a linear relationship. From the Y regression test for X1 and X2 it produces Fcount> Ftable, which is 25,295> 3,053, so it can be concluded that the regression equation is significant. Furthermore, the t test and Y above X1 thitung = 3.999 and ttable = 1.65481, Y over X2 thitung = 3.921 and t table = 1.65481. The correlation coefficient between the variable brand image (X1) against loyalty (Y) is 0.415 and the determination coefficient between service quality variables (X2) on loyalty (Y) is 0.411. So, there is a positive and significant influence between brand image and loyalty, and a positive and significant influence on service quality on loyalty. Thus, it can be concluded that there is a positive and significant influence between brand image and service quality on loyalty. The determination coefficient Y for X1 and X2 obtained is 0.247 which indicates that 24.7% loyalty variables are determined by brand image and service quality. Meanwhile, the remaining 75.3% is influenced by other factors. Key word: Loyalty, Brand Image, Service Quality

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