PENGARUH BRAND IMAGE DAN PRODUCT QUALITY TERHADAP BRAND LOVE DAN BRAND LOYALTY PADA PENGGUNA MOBIL HONDA JAZZ DI KOTA PEKANBARU

Abstract

This research aimed to analysze Brand Image and Product Quality to Brand Love and Branf Loyalty Honda Jazz users in Pekanbaru City. The object of this research was Honda Jazz users in Pekanbaru City. This research consists of four variables: two dependent variable and two independent variables. They are Brand Loyalty (Y2), Brand Love (Y1), Product Quality (X2), and Brand Image (X1). This research was conducted using a sample of 170 people. This research used purposive sampling, based on respondents who have Honda Jazz as personal car, aged 15 years and over. Data are taken by giving respondents structural questionaires. In terms of data analysis, this research used Structural Equation Modeling (SEM) with AMOS version 22. Based on the hypothesis test conducted, research shows that Brand Image has significant and positive effect toward Brand Love, Product Quality has significant and positive effect toward Brand Love. Brand Image has significant and positive effect toward Brand Loyalty, Product Quality has significant and positive effect toward Brand Loyalty and Brand Love has significant and positive effect toward Brand Loyalty.

Keywords:Brand Image, Product Quality, Brand Love and Brand Loyalty