PENGARUH BRAND PERFORMANCE TERHADAP REPEAT PURCHASE DENGAN COMPETITIVE ADVANTAGE DAN CUSTOMER ENGAGEMENT SEBAGAI VARIABEL INTERVENING PADA SUZUKI DAN KAWASAKI

Alvin oktavianus Hermanto

Abstract


Sepeda motor  merupakan alat transportasi utama bagi kebanyakan orang, pada saat ini perekonomian menjadi meningkat dan semakin tingginya mobilitas penduduk. Oleh karena itu sepeda motor menjadi alat transportasi masal yang berfungsi untuk membantu menunjang mobilitas penduduk yang tinggi.

Penelitian ini dilakukan untuk tujuan mengetahui kinerja performa brand Suzuki juga Kawasaki dan  keterlibatan customer serta keunggulan apa yang dimiliki Suzuki dan Kawsakai sehingga customer dapat membeli ulang produk sepeda motor Suzuki dan Kawasaki.

Penelitian ini dilaksanakan dengan menyebarkan kuisioner kepada 110 responden calon konsumen Sepeda motor Suzuki dan Kawasaki di Surabaya. Teknik analisa yang digunakan adalah teknik analisis kuantitatif dengan metode path analysis.


Keywords


Brand performance, competitive advantage, customer engagement, repeat purchase

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