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All Journal EKONOMI, KEUANGAN, INVESTASI DAN SYARIAH (EKUITAS)
Diki Sagita
Universitas Kuningan, Jawa Barat
Economics, Econometrics & Finance

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Customer Satisfaction on Yamaha Motorcycles: A Study of Product Differentiation and Brand Reputation Dikdik Harjadi; Iqbal Arraniri; Diki Sagita
Ekonomi, Keuangan, Investasi dan Syariah (EKUITAS) Vol 3 No 3 (2022): February 2022
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/ekuitas.v3i3.1369

Abstract

This study aims at analyzing the effect of product differentiation and brand reputation on customer satisfaction of Yamaha motorcycle products. To collect data, questionnaires were distributed to 100 respondents selected through accidental sampling method. Meanwhile, descriptive and verification testing methods were used to analyze the collected data. Besides, multiple linear regression was also used to construct the variables, namely product differentiation (X1), brand reputation (X2), and customer satisfaction (Y). As results, this study found that product differentiation and brand reputation have a significant effect on costumer satisfaction
Co-Authors Harjadi, Dikdik Iqbal Arraniri