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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.


Keywords


Brand awareness, loyalitas konsumen, honda