ANALISIS LOYALITAS MEREK KENDARAAN MITSUBISHI L300

Yunada Arpan; B Brian Diaspri

Yunada Arpan Sekolah Tinggi Ilmu Ekonomi Gentiaras Bandar Lampung
B Brian Diaspri Sekolah Tinggi Ilmu Ekonomi Gentiaras Bandar Lampung

Keywords: brand characteristic, company characteristic, customer-brand relation characteristic, brand loyalty

Abstract

This study was conducted to analyze the factors that affect consumers to develop their
loyalty. The independent variable of this study is brand trust, and the dependent variable is brand
loyalty of Mitsubushi L300 vehicles on company PT. Lautan Berlian Utama Motor. Analysis used is a
simple regression analysis, and the results is Y = 1,550 + 0,241 X1 + 0,345 X2 + 1,006 X3. The
independent variables were the greatest influence on the dependent variable is a characteristic of
the brand-customer relationship (5,025), followed by the variable characteristics of companies
(2,149).
Coefficient of determination (adjusted R2
) is 0.899 means that the model koefesiensi great
determination. Based on the research results, suggestions can be given that the company needs to
optimize the application of these three variables.


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