Date: 01-10-2020 Digital Publication Services : OSREL | JABM | JAM | ABMR | ABMCS

PENGARUH CITRA MEREK DAN KUALITAS PRODUK DALAM MEMBANGUN KEPERCAYAAN KONSUMEN MELALUI PRESEPSI KONSUMEN PADA HONDA PASIFIC TULUNGAGUNG

Detail
Author YUDI PRASETYO
Category Manajemen Pemasaran

Abstract

This study aims to analyze the influence of brand image and product quality in building consumer confidence through consumer perceptions at Honda Pacific Tulungaggung. The sample of this study was 100 respondents based on the Accidental sampling method. Testing the hypothesis in this study uses path analysis techniques. The results of this study indicate that the brand image directly affects consumer perceptions in Honda Pasific Tulungggung. Directly the quality of products affects consumer perceptions in Honda Pacific Tulungaggung. Directly consumer perceptions affect consumer confidence in Honda Pacific Tulungaggung. Directly the brand image and product quality affect consumer confidence in Honda Pasific Tulungggung. The influence of brand image and product quality on consumer trust with perception variables as intervening variables is accepted