ANALISIS KEPUASAN KONSUMEN MOBIL TOYOTA KIJANG INNOVA DI KOTA BANDAR LAMPUNG
Keywords:
Perceived Quality Products, Brand Reputation and Customer SatisfactionAbstract
Currently the products of Automotive has developed very rapidly as a result of the demands
of the market. One of the automotive products undergo rigorous competition is a car. Car is one of
the needs or means used by consumers. This condition makes manufacturers trying with each other
to market similar products with different quality and brand from its competitors. Toyota is a brand of
automotive is traded on the market.
This study aims to determine how much influence the Product Quality Perception and Brand
Reputation of the Customer Satisfaction. The results on the variables obtained coefficient of
determination (R2) of 0.695 indicates that Customer Satisfaction are influenced by the perceived
product quality and Brand Reputation at 69.5% while the remaining 30.5% is influenced by factors
other than the factors examined.
