Khotimah, Husnul (2024) Pengaruh Product Knowledge dan Relationship Marketing Terhadap Loyalitas Konsumen Sepeda Motor di Dealer Yamaha SIP Gunungsari. (The Influence of Product Knowledge and Relationship Marketing on Motorcycle Consumer Loyalty at Yamaha SIP Gunungsari Dealers). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
The automotive world is no longer foreign to people's ears. Various well�known brands such as Yamaha are the people's choice. Consumers choosing a brand is influenced by several factors, in this case the reference is "Product Knowledge and Relationship Marketing on Consumer Loyalty for Yamaha Motorbikes". The aim of this research is to find out whether these two factors influence motorcycle consumer loyalty to the Yamaha SIP Gunungsari Dealer. Quantitative research methods were used in this study. The participants in this research consisted of 100 motorbike consumers at the Yamaha SIP Gunungsari Dealer. Random sampling was applied in this research. The results of this study show that Product Knowledge and Relationship Marketing have a simultaneous effect on Consumer Loyalty. However, Product Knowledge has a negative effect on Consumer Loyalty, which means that Product Knowledge is the opposite of Consumer Loyalty.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Product Knowledge, Relationship Marketing, Consumer Loyalty |
| Subjects: | H Social Sciences > HE Transportation and Communications J Political Science > JA Political science (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
| Depositing User: | 1122000014 Husnul Khotimah |
| Date Deposited: | 14 Oct 2024 02:07 |
| Last Modified: | 14 Oct 2024 02:07 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/32102 |
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