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PENGARUH KUALITAS PRODUK SEPEDA MOTOR MEREK HONDA TERHADAP LOYALITAS PELANGGAN PADA MAHASISWA UNIVERSITAS PENDIDIKAN INDONESIA

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ABSTRACT THE EFFECT OF PRODUCT QUALITY OF HONDA MOTORCYCLE TOWARDS CUSTOMER LOYALTY TO TIIE STUDENTS AT INDOIYESIA T]NIVERSITY OF EDUCATION By: Ferdinan Tambunan The author conducted a study in order to determine the quality of products of Honda motorcycles, knowing customer loyalty, and to know the effect of the loyalty of students at Indonesia University of Education In this research, the author used descriptive method, where the data was collected based on real circumstance, anallzed and finally taken the conclusion. The data was collected through the questionnaire, interview, and documentation study. The data of questionnaire treated by using statistical regression analysis linear, analysis corellation of coeffrcient, and significance test. According to the students at Indonesia University of Education, the quality of Honda could be categorized as good. It could be seen from the average (mean) shown from each indicator of product quality, which is performance, with mean: 4.36, features, with mean = 4.31, reliability, with mean - 4.11, conformance' with mean= 4.08, conformance, with mean = 4.08, dwability, with mean : 4.30, serviceability, with mean = 4.1 7, esthethic, with mean : 4.54, perceived' with mean:4.35. Level of customer loyalty at Indonesia University of Education to Honda motorcycles are categorized good. It can be seen from the average (mean) are shown from each indicator is an indicator of customer loyalty possible of repeat purchases with mean : 4.24, an indicator of resistance to the company of competing with a mean = 4:16, and indicators of recommending to others with mean:4.01. Based on the result of the research conducted shown there was an effect between the quality of the motorcycles and the loyalty of the customers of the students at lndonesia University of Education. The effect was shom with Ftest 65,l6 > Ftable 4,04. This means, there was a strong and positive effect between t}re quality of the product and loyalty.