“The Influence Of Service Quality And Brand Image On Customer's Repurchase Behavior. Case Study: Honda Motorcycle Consumers In The City Of Bandung”
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Abstract
One of used strategy by many company is by giving a good Service Quality in order to satisfy its consumers, because satisfied consumers giving a big possibility to buy again the company products. But progressively sharping competition in business environment and more various of consumer needs and wants, then other alternative strategy to create the competitive advantage by using the prime asset of company, that is, the brand of its product. Where the strategy conducted by emerging various association in consumer mind so that form an image about the brand or Brand Image, because good Brand Image believed will form consumer attitude to remain to use the brand. To know the mentioned case, hereinafter the writer conduct a research by comparing between Service Quality delivered by company with perception of Brand Image in purpose to know which one have the most significant influence to consumers’ Repurchase Intention. As for the research model used in this research was adapted from the model that developed by Derek R. Allen (2004), and the research type used by writer is descriptive research by using single cross design method. Hereinafter the data-processing method done quantitatively by using SPSS (Statistical Product And Service Solution) Program version 11.0 to test Reliability, Validity with Factor Analysis, and also Multiple Linear Regresion test to analyzing the research hypothesis.
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