Article Sidebar

Download
Download Article

Main Article Content

Abstract

The objectives of this study are: 1. To determine the effect of brand preference and product quality on consumer loyalty of Beat Street motorcycles at Astra Honda Motor, Mamuju Regency. 2. To determine the effect of brand preference and product quality simultaneously on consumer loyalty of Beat Street motorcycles at Astra Honda Motor, Mamuju Regency. This quantitative study has two independent variables and one dependent variable. The test tools used are 1) validity test, 2) reliability test, 3) multiple linear regression test, t-test (partial), and f-test (simultaneous). The sample used in this study was 96 respondents.. The research data processing used multiple linear regression with SPSS software version 24.0 to partially read the direction of independent variables' influence on the dependent variable using t-test and F-test. The results of the study showed that brand preference has a partially significant influence on consumer loyalty of Beat Street motorcycles at Astra Honda Motor, Mamuju Regency. Product quality partially influences consumer loyalty to Beat Street motorcycles at Astra Honda Motor, Mamuju Regency. The results also showed that brand preference and product quality significantly influence consumer loyalty to Beat Street motorcycles at Astra Honda Motor, Mamuju Regency.

Keywords

Brand Preference Product Quality Consumer Loyalty

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

How to Cite
Nurlia, N., Martini, A. I., & Naim, M. R. (2025). The Influence of Brand Preference and Product Quality on Consumer Loyalty . Golden Ratio of Mapping Idea and Literature Format, 5(2), 178–188. https://doi.org/10.52970/grmilf.v5i2.1739
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Adnyana, M., & Respati, N. N. R. (2019). Peran Preferensi Merek Dalam Memediasi Hubungan Antara Ekuitas Merek Dengan Niat Beli. E-Jurnal Manajemen, 8(1), 7519–7547.
  2. Alma. B. (2021). Manajemen Pemasaran & Pemasaran jasa. Edisi Revisi Alfabeta Bandung.
  3. Batubara, R.W. et al. (2024) Dampak Selera, Ketersediaan Produk Dan Diskon Pada Loyalitas Pelanggan Irian Supermarket Dept. Store Tebing Tinggi. JESYA: Jurnal Ekonomi & Ekonomi Syariah, 7(1), 314–321.
  4. Ghozali, I. (2018) Aplikasi Analisis Multivariate dengan Program IBM SPSS 25. Semarang: Badan Penerbit Universitas Diponegoro.
  5. Jaya, W., Arifin, R., & Slamet, A. R. (2021). Pengaruh Kualitas Pelayanan, Kualitas Produk, Harga, dan Lokasi terhadap Kepuasan Konsumen (Studi Kasus pada Konsumen Kafe Family Kopi di Malang). E-Jurnal Riset Manajemen, 10(1), 46–62.
  6. Kotler. P dan Armstrong. G.(2019). Prinsip-Prinsip Pemasran Jilid 1, Edisi 12. Erlangga, PT. Gelora Aksara Pratama.
  7. Kubtiyah, M., Hartini, S., & Yuniarti, P. (2024). Pengaruh Kualitas Produk Terhadap Keputusan Pembelian Celana Training Di Toko Ucok Naga Sagumpal Bonang Kota Padangsidimpuan. Jurnal Education And Development Insitusi Pendidikan Tapanuli Selatan, 12(1), 221–226.
  8. Khusna, E.F.A. and Nirawati, L. (2024) Pengaruh Harga dan Kualitas Produk Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Sebagai Variabel Intervening. Al-Kharaj : Jurnal Ekonomi , Keuangan & Bisnis Syariah, 6(2), 2742–2752.
  9. Muhammad, R. et al. (2023) Pengaruh Customer Relationship Marketing Terhadap Loyalitas Dengan Kepuasan Sebagai Moderasi’, Jurnal Ilmiah Edunomika, 07(02), 1–8.
  10. Nopitasari, N., Sentosa, E. and Nursina, N. (2024) ‘Pengaruh Harga Dan Kualitas Produk Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan (Studi Kasus Pada Pengguna Produk Kosmetik Make Over di Kelurahan Pulogadung) Ikraith-Ekonomika, 7(2), 76–86.
  11. Rasyidah, Al Ganiyati (2023) Pengaruh Citra, Kepercayaan Dan Preferensi Merek Terhadap Keputusan Pembelian Bahan Upvc Untuk Konstruksi Bangunan Pada Pt Ati Bandar Lampung (Studi pada Konsumen PT ATI Bandar Lampung). Diploma thesis, UIN Raden Intan Lampung.
  12. Ridian. (2020). Dampak Ekuitas Merek Terhadap Preferensi Merek Dan Niat Beli Konsumen Produk Kecantikan Bermerek Dari Korea Universitas Islam Indonesia Yogyakarta. In SKRIPSI.
  13. Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R & D. CV. Alfabeta.
  14. Warnardi dan Triyono. A. (2019). Manajemen Pemasaran. Deepublish Pubhliser, CV Budi Utama, Yogyakarta 55581.