Hubungan antara Brand Awareness dengan Loyalitas Konsumen Pengguna Sepeda Motor Honda
(1) Universitas Negeri Padang  Indonesia
(2) Universitas Negeri Padang  Indonesia
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Copyright (c) 2017 Jurnal RAP
DOI : https://doi.org/10.24036/rapun.v7i1.6609
Full Text: Language : id
Abstract
Abstrack: Relationship between brand awareness with customer loyalty in honda motorcycle user. This study included research into the correlation, which this study aimed to look at the relationship between brand awareness and customer loyalty Honda motorcycle users. Samples were taken using incidental sampling technique, with research subjects totaling 130 people. Research hypothesis tested use product moment correlation technique is analyzed using SPSS 16.0 for Windows. Based on the results of the research shows there are very significant positive relationship between brand awareness and customer loyalty on Honda motorcycle users in Bukittinggi with a valued rxy of 0.788 with p = 0.000 (p <0.01).
Keywords: Brand awareness, customer loyalty, honda.
Abstrak: Hubungan antara brand awareness dengan loyalitas konsumen pengguna sepeda motor honda. Penelitian ini termasuk kedalam penelitian korelasional, dimana penelitian ini bertujuan untuk melihat hubungan antara brand awareness dengan loyalitas konsumen pengguna sepeda motor Honda. Sampel penelitian diambil dengan menggunakan teknik sampling insidental, dengan subjek penelitian berjumlah 130 orang. Pengujian hipotesis penelitian menggunakan teknik korelasi produk moment yang dianalisis dengan menggunakan aplikasi SPSS 16.0 for Windows. Berdasarkan hasil penelitian terlihat bahwa terdapat hubungan positif yang sangat signifikan antara brand awareness dengan loyalitas konsumen pada pengguna sepeda motor Honda di Bukittinggi yaitu dengan nilai rxy sebesar 0.788 dengan p = 0.000 (p<0.01).
Kata kunci: Brand awareness, loyalitas konsumen, honda.
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