PENGARUH BRAND SELF CONGRUITY BRAND PERSONALITY PERCIEVED QUALITY PERCIEVED VALUE TERHADAP BRAND LOYALTY MELALU BRAND TRUST BRAND SATISFACTION PADA PENGGUNA SEPEDA MOTOR HONDA DI KOTA SAMARINDA --

ABSTRAK
Penelitian ini bertujuan untuk menganalisa Pengaruh Brand Self Congruity, Brand Trust,
Percieved Quality, dan Percieved Value terhadap Brand Loyalty melalui Brand Trust dan
Brand Satisfaction pada pengguna Sepeda motor merek Honda di Kota Samarinda.
Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan path analysis
yang diolah dengan software SPSS Statistic 23 dan Structural Equation Modelling
(SEM) dengan software IBM AMOS 23. Sampel yang digunakan dalam penelitian ini
berjumlah 162 sampel yang diambil dari pengguna sepeda motor merek Honda di Kota
Samarinda. Dalam penelitian ini dilakukan uji instrument yang terdiri dari uji validitas dan
uji reliabilitas, uji asumsi menggunakan uji estimasi dan uji structural model fit.
Berdasarkan model structural dapat dibuktikan bahwa Brand Self Congruity, Brand
Personality, Percieved Quality dan Percieved Value berpengaruh signifikan terhadap
Brand Trust, kemudian perceived Value dan Brand Trust berpengaruh signifikan
terhadap Brand Satisfaction, lalu Brand Trust dan Brand Satisfaction signifikan terhadap
Brand Loyalty. Adapun Brand Self Congruity, Brand Personality dan Percieved Quality
berpengaruh tidak signifikan terhadap Brand Satisfaction dan Brand Loyalty.
Kata Kunci: Brand Self Congruity, Brand Personality, Percieved Quality, Percieved
Value, Brand trust, Brand Satisfaction, Brand Loyalty,Honda, Samarinda
ABSTRACT
This study aims to analyze the effect of Brand Self Congruity, Brand Trust, Perceived
Quality, and Perceived Value on Brand Loyalty through Brand Trust and Brand
Satisfaction on Honda motorcycle users in Samarinda City. This study used a
quantitative approach using path analysis which was processed with SPSS Statistic 23
software and Structural Equation Modeling (SEM) with IBM AMOS 23 software. The
sample used in this study consisted of 162 samples taken from Honda motorcycle users
in Samarinda City. In this study, instrument tests were carried out which consisted of
validity and reliability tests, assumption tests using estimation tests and structural model
fit tests. Based on the structural model, it can be proven that Brand Self Congruity, Brand
Personality, Perceived Quality and Perceived Value have a significant effect on Brand
Trust, then Perceived Value and Brand Trust have a significant effect on Brand
Satisfaction, then Brand Trust and Brand Satisfaction have a significant effect on Brand
Loyalty. Meanwhile, Brand Self Congruity, Brand Personality and Perceived Quality
have no significant effect on Brand Satisfaction and Brand Loyalty.
Keywords: Brand Self Congruity, Brand Personality, Perceived Quality, Perceived
Value, Brand trust, Brand Satisfaction, Brand Loyalty, Honda, Samarinda.