Pengaruh Brand Trust dan Service Quality terhadap Customer Satisfaction Dealer Sepada Motor Honda (Studi Pada Pengguna Sepeda Motor Honda di Kota Medan)

Abstract

The development of the motorcycle industry in Indonesia, making each motorcycle brand compete in attracting customer trust through quality service so as to create customer satisfaction. In customer satisfaction at Honda dealer Sisingamangaraja No. 362 Medan City in the realization that less than the maximum is also evidenced in the reviews given to the dealer is very much a low rating given customers Honda dealer Sisingamangaraja No. 362 Medan City. This study aims to analyze the effect of brand trust on customer satisfaction at Honda Motor Dealers, analyze the effect of service quality on customer satisfaction at Honda Motor Dealers, and to analyze the effect of brand trust and service quality on customer satisfaction at Honda Motor Medan dealers. The form of research used in this study is quantitative research with associative approach. Sampling was done through probability sampling technique and used 100 respondents as a sample. The primary Data used in this study were obtained by distributing questionnaires directly to customers and through google Forms while the secondary data were obtained through library studies. Data analysis methods used are validity test, reliability test, classical assumption test, multiple linear regression analysis, and hypothesis test. The results of this study showed that brand trust (X1) does not significantly affect customer satisfaction. Meanwhile, service quality (X2), significantly affect customer satisfaction. However, brand trust and service quality, influence equally (simultaneously) on Customer Satisfaction (Y). The results of the correlation coefficient (R) of 0.736, where the value of this coefficient shows the relationship between brand trust and service quality to customer satisfaction. The value of the coefficient of determination of this study shows that the variable brand trust and service quality can explain the variable customer satisfaction by 53.3 %.