PENGARUH EKUITAS MEREK, DISKON HARGA DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN PT. ASTRA INTERNATIONAL DAIHATSU DI KOTA MUARA TEWEH

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Arsuni SE, MM

Abstract

This study aims to analyze the effect of brand equity, price discounts and customer satisfaction on
customer loyalty of PT. Astra international Daihatsu in the city of Muara Teweh. The research method
used was a questionnaire distributed to the population in this study were the customers of PT. Astra
International - Daihatsu who lives in Muara Teweh City and the number is unknown. The sample used
in this study is Consumer respondents who have already purchased Daihatsu products and Consumers
who live in the Muara Teweh area. The measurement uses a Likert scale with a weighting scale of 1 to
5. The results show that there is an influence of brand equity (X1) on customer loyalty (Y), so that
increasing brand awareness increases customer loyalty. Thus to increase customer loyalty at PT. Astra
International - Daihatsu can be done by increasing brand equity. There is an influence of price
discount (X2) on customer loyalty (Y), so the more discounted prices the more customer loyalty
increases. Thus to increase customer loyalty at PT. Astra International - Daihatsu can be done by
increasing price discounts. There is an influence of customer satisfaction (X3) on customer loyalty
(Y), so the more customer satisfaction increases the more customer loyalty increases. Thus to increase
customer loyalty at PT. Astra International - Daihatsu can be done by increasing customer satisfaction

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