Faktor-Faktor Yang Mempengaruhi Kepuasan Konsumen Dalam Membeli Sepeda Motor Honda Pada Astra Motor Padang Jati

Abstract

This study aims to determine the effect of consumer satisfaction in buying a Honda motorcycle on astra motor Padang Jati with analysis method using multiple linear regression. The result t-tes for the product quality variable (X1) is the product quality variable has no effect on consumer satisfaction (Y), the calculated t value for the service quality variable (X2) is the service quality variable has no effect on customer satisfaction (Y), the t-count value for the emotional variable (X3) is has no effect on consumer satisfaction.the calculated t value for the price variable (X4) is the price variable has no effect on consumer satisfaction (Y),the calculated t value for the cost variable (X5) is the cost variable affects consumer satisfaction (Y). The significance value (Sig.) in the F test is 0.000. Because Sig. 0.000 < 0.05, as the basis for decision making in the F test, it can be concluded that product quality (X1), service quality (X2), emotional (X3), price (X4), cost (X5) simultaneously (together) influence on consumer satisfaction (Y) or significant. The coefficient of determination is 0.571 (good), which means the influence of the independent variable (X) and the dependent variable (Y) is 57.1%. While the rest (100% - 57.1% = 42.9%) is influenced by other variables outside this regression