Determinan Loyalitas Merek Sepeda Motor

- Risnawati, Handry Sudiartha Athar

Abstract


Abstract

The aim of the research is to analyze the influence of brand image, celebrity endorser and brand community on brand loyalty of Yamaha motorcycles in Selong. Multiple linear regression analysis employed in this research to analyze the data. The research results show brand image, celebrity endorser, and brand community give impact on brand loyalty of Yamaha motorcycles partial and simultantly. Brand image is the most dominant variable that give effect on brand loyalty.

Abstrak

Penelitian ini bertujuan untuk mengetahui pengaruh citra merek,celebrity endorser, dan brand community terhadap loyalitas merek sepeda motor merek Yamaha di Selong. Analisis regresi linier berganda digunakan sebagai alat analisis dalam penelitian ini. Hasil penelitian menunjukkan secara parsial dan simultan variabel citra merek, celebrity endorser, dan brand community berpengaruh terhadap loyalitas merek sepeda motor merek Yamaha. Variabel yang paling dominan mempengaruhi loyalitas merek sepeda motor merek Yamaha adalah citra merek.

 



Keywords


Brand Image; Celebrity Endorser; Brand Community; Brand Loyalty

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