ANALISIS TINGKAT BRAND LOYALTY KONSUMEN SEPADA MOTOR MEREK HONDA DI PT. TRI MITRA BALI MOTOR SEMABAUNG GIANYAR

Abstract

Penelitian ini bertujuan untuk mengukur tingkat loyalitas merek pada konsumen sepeda motor merek Honda diukur dari tingkat (1) switcher , (2) habitual buyer , (3) satisfied buyer , (4) liking of the brand (pembeli yang menyukai merek), dan (5) committed buyer. Penelitian ini menggunakan desain penelitian deskriptif. Subjek penelitian ini adalah Konsumen PT. Tri Mitra Bali Motor Semabaung, Gianyar. Sedangkan objek adalah tingkat loyalitas merek (brand loyalty) konsumen sepeda motor merek Honda. Penelitian ini menggunakan sampel yang ditentukan dengan metode Probability sampling dengan cluster sampling. Pengumpulan data dilakukan dengan metode dokumentasi dan metode Kuesioner, kemudian dianalisis dengan deskriptif . Hasil penelitian ini menunjukkan bahwa tingkat loyalitas merek pada konsumen (brand loyalty) sepeda motor merek Honda diukur dari tingkat (1) switcher memiliki nilai sebesar 68,84, (2) habitual buyer memiliki nilai sebesar 58,87, (3) satisfied buyer memiliki nilai sebesar 65,36 yang menandakan bahwa kosumen merasa puas sehingga loyal terhadap sepeda , (4) liking the brand memiliki nilai sebesar 80,49, (5) committed buyer memiliki nilai sebesar 67,33.
Kata Kunci : Brand Loyalty, switcher, habitual buyer, satisfied buyer, liking of the brand, committed buyer.

This research aims to measure the level of consumer brand loyalty on Honda motorcycles measured from the level (1) switcher (buyers who move - move), (2) habitual buyer (the purchase of which is habit), (3) satisfied buyer (buyer is satisfied the transition costs), (4) the liking of the brand (the buyers are liking the brand), and (5) committed buyer (buyer committed). This research uses descriptive research design. The subjects were Consumer PT. Tri Mitra Bali Motor Semabaung, Gianyar. While the object is the level of brand loyalty (brand loyalty) consumer Honda motorcycles Samples were taken with Probability sampling methods. Data collected by the methods of documentation and questionnaire method, then analyzed descriptively. The results showed that the level of consumer loyalty to the brand (brand loyalty) Honda motorcycles measured from the level (1) The switcher has a value of 68.84, (2) habitual buyer has a value of 58.87, (3) satisfied buyer has a value of 65.36 which indicates that kosumen satisfied so loyal to the bike, (4) liking the brand has a value of 80.49, (5) committed buyer has a value of 67.33.
keyword : Brand Loyalty, switcher, habitual buyer, satisfied buyer, liking of the brand, committed buyer.