PENGARUH CITRA MEREK DAN PROMOSI PENJUALAN TERHADAP KEPUASAN KONSUMEN SEPEDA MOTOR HONDA SCOOPY DI KOTA BENGKULU

Abstract

This study aims 1) To determine the effect of brand image on satisfaction of Honda Scoopy motorcycle buyers in Bengkulu City. 2) to find out the brand image on customer satisfaction on Honda Scoopy motorcycles. This type of research is a quantitative approach. The method used in this research is descriptive method. The population in this study are all customers on Scoopy motorcycles whose number is unknown. The sample is 55 customers on Scoopy motorbikes in Bengkulu City. Based on the results of research on the effect of brand image and sales promotion on customer satisfaction of Honda Scoopy Motorcycles in Bengkulu City, the following conclusions can be drawn: 1) There is a positive influence of brand image (X1) on consumer satisfaction (Y) Honda Scoopy Motorcycles in Bengkulu City, meaning that the higher the brand image it will increase consumer satisfaction Scoopy Honda motorcycle products in the city of Bengkulu. 2) There is a positive influence of sales promotion on consumer satisfaction for Honda Scoopy Motorcycles in Bengkulu City, meaning that the higher sales promotions will increase consumer satisfaction for Scoopy Honda Motorcycle products in Bengkulu City. 3) There is a positive influence of sales promotion and brand image on consumer satisfaction for Honda Scoopy Motorcycles in Bengkulu City, meaning that the higher brand image and sales promotions will increase consumer satisfaction for Scoopy Honda Motorcycle products in Bengkulu City. Keywords: Brand Image, Promotion, Customer Satisfaction,