The Effect of Product Performance Quality on Brand Reputation, Satisfaction and Loyalty : Study Case of YAMAHA Motorcycle in Faculty of Economics , Islamic University of Indonesia, Sleman, DIY

Abstract

Muhsin Alim Hamrawy. 2011. The Effect of Product Performance Quality on Brand Reputation, Satisfaction and Loyalty : Study Case of YAMAHA Motorcycle in Faculty of Economics , Islamic University of Indonesia, Sleman, DIY. Yogyakarta : International Program Faculty of Economic, Management Department, Indonesian Islamic University. Keywords: Product performance quality, brand reputation, satisfaction, loyalty. In this paper the researcher tries to empirically test the influence of performance quality toward brand reputation, satisfaction, and loyalty. Sample in this research are Bachelor students of Economics Faculty, Indonesian Islamic University, Sleman, Yogyakarta. This researches’ total of sampels are 186 respondents. While data collecting conducted by using questionnaire. Results indicate by using analysis of multiple regression that performance quality have positive influence to customer satisfaction. Performance quality have positive influence to brand reputation. Customer satisfaction have positive influence to brand reputation and customer loyalty. While brand reputation have negative effect on loyalty. Second analysis is using path analysis, which it used to find the indirect effect of the relation. Product performance quality have no indirect effect on loyalty. This research conclude that performance quality and brand reputation is not the main factor that guarantees consumer become loyal. Researcher found that consumer evaluates the perceived risk in their purchasing process.