FAKTOR-FAKTOR YANG MENENTUKAN KEPUASAN PELANGGAN SEPEDA MOTOR MATIC HONDA DI KOTA DENPASAR

  • NI KADEK LESTARI PUTRI Faculty of Mathematics and Natural Sciences, Udayana University
  • NI MADE ASIH Faculty of Mathematics and Natural Sciences, Udayana University
  • DESAK PUTU EKA NILAKUSMAWATI Faculty of Mathematics and Natural Sciences, Udayana University

Abstract

This study aimed to elaborate the dominant factor affecting consumer’s loyalties regarding Honda motor matic and to determine effective marketing strategy for this product.  This study conducted at Denpasar where 150 respondents randomly chosen as the data sources.  From factor analysis, we found emotional factor is the most dominant factor for consumer’s loyalties with eigen value as much as 3,365 and variance explained by this factor is 48,08 percent.  Meanwhile, to determine effective marketing strategy, we found the product’s quality dominated by its design; service quality dominated by service reliability, emotional factor dominated by the product’s esthetic, each of these has communalities as much as 56,38 percent; 72,33 percent, and 65,20 percent respectively.

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Author Biographies

NI KADEK LESTARI PUTRI, Faculty of Mathematics and Natural Sciences, Udayana University
Mathematics Departsment, Faculty of Mathematics and Natural Sciences, Udayana University
NI MADE ASIH, Faculty of Mathematics and Natural Sciences, Udayana University
Mathematics Department, Faculty of Mathematics and Natural Sciences, Udayana University
DESAK PUTU EKA NILAKUSMAWATI, Faculty of Mathematics and Natural Sciences, Udayana University
Mathematics Department, Faculty of Mathematics and Natural Sciences, Udayana University
Published
2015-01-30
How to Cite
PUTRI, NI KADEK LESTARI; ASIH, NI MADE; NILAKUSMAWATI, DESAK PUTU EKA. FAKTOR-FAKTOR YANG MENENTUKAN KEPUASAN PELANGGAN SEPEDA MOTOR MATIC HONDA DI KOTA DENPASAR. E-Jurnal Matematika, [S.l.], v. 4, n. 1, p. 1 - 7, jan. 2015. ISSN 2303-1751. Available at: <https://ojs.unud.ac.id/index.php/mtk/article/view/12282>. Date accessed: 25 oct. 2021. doi: https://doi.org/10.24843/MTK.2015.v04.i01.p080.
Section
Articles

Keywords

Dominant factor; Factor analysis; Honda motor matic; Marketing strategy

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