The Role of Price, Promotion and Quality of Service in Improving Honda Motorcycle Customer Satisfaction and Loyalty

International Journal of Economics and Management Studies
© 2022 by SSRG - IJEMS Journal
Volume 9 Issue 1
Year of Publication : 2022
Authors : Hairun Nikmah, Arik Susbiyani, Ni Nyoman Putu Martini, Nurul Qomariah
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How to Cite?

Hairun Nikmah, Arik Susbiyani, Ni Nyoman Putu Martini, Nurul Qomariah, "The Role of Price, Promotion and Quality of Service in Improving Honda Motorcycle Customer Satisfaction and Loyalty," SSRG International Journal of Economics and Management Studies, vol. 9,  no. 1, pp. 14-23, 2022. Crossref, https://doi.org/10.14445/23939125/IJEMS-V9I1P103

Abstract:

Currently, the demand for motorbikes is increasing with the need for community mobility which is increasing as well. Competition between motorcycle dealers is also increasing in getting consumers. This study aims to determine the effect of price, promotion, service quality on customer satisfaction and loyalty at the Honda Dealer "Banyuwangi Motor". The population of this study were all customers of the Honda Dealer "Banyuwangi Motor" in 2019-2020, totalling 8348. The sample was determined by 100 customers using the purposive sampling method on the condition that customers who had bought a Honda motorcycle 2 times at the Banyuwangi Motor Dealer. The reliability test and validity test were carried out so that the questionnaire used was valid and reliable. SEM-PLS analysis was used to test the hypothesis proposed in this study. The results of this study, after being analyzed with WarpPLS 7.0, showed that the price variable had no significant effect on customer satisfaction and loyalty. Promotion significantly affects customer satisfaction and loyalty. Service quality significantly affects customer satisfaction and loyalty. Customer satisfaction has a significant effect on customer loyalty.

Keywords:

price; promotion; service quality; satisfaction; loyalty.

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