BRAND TRUST SEBAGAI KUNCI KEPUASAN: TEMUAN DARI PENGGUNA MOTOR HONDA DI UNIVERSITAS MUHAMMADIYAH GRESIK
DOI:
https://doi.org/10.51878/knowledge.v5i4.8059Keywords:
Kepercayaan Merek, Kepuasan Pelanggan, Sepeda Motor HondaAbstract
The decline in Honda motorcycle sales from 2018 to 2022 reflects changes in consumer perceptions and purchasing decisions, despite Honda’s reputation as a trusted brand in the Indonesian market. This condition prompted a study to analyze the influence of brand trust on customer satisfaction, specifically among students of Universitas Muhammadiyah Gresik who actively use motorcycles in their daily activities. This study applied a quantitative approach using a survey method. A total of 240 respondents were selected through purposive sampling, with criteria including the use of Honda motorcycles for a minimum of five years. The research instrument was a questionnaire designed using a Likert scale. Validity testing was conducted using Pearson correlation, while reliability was assessed using Cronbach’s Alpha. Data were analyzed using simple linear regression with the help of statistical software. The results indicate that brand trust has a significant effect on customer satisfaction. The higher the level of trust in the brand, the greater the satisfaction felt by customers. Trust, which is formed through perceptions of reliability, goodwill, and brand integrity, plays a key role in creating a positive usage experience. These findings highlight the importance for companies to maintain and strengthen the components of brand trust in order to enhance customer satisfaction and long-term loyalty.
ABSTRAK
Penurunan penjualan sepeda motor Honda dari tahun 2018 hingga 2022 menunjukkan adanya perubahan dalam persepsi dan keputusan pembelian konsumen, meskipun Honda dikenal sebagai merek yang terpercaya di pasar Indonesia. Kondisi ini menjadi dasar dilakukannya penelitian untuk menganalisis pengaruh kepercayaan merek terhadap kepuasan pelanggan, khususnya pada mahasiswa Universitas Muhammadiyah Gresik yang aktif menggunakan sepeda motor dalam kegiatan sehari-hari. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Sebanyak 240 responden dipilih menggunakan teknik purposive sampling, dengan kriteria pengguna sepeda motor Honda selama minimal lima tahun. Instrumen penelitian berupa kuesioner menggunakan skala Likert. Uji validitas dilakukan dengan korelasi Pearson, dan reliabilitas diuji menggunakan Alpha Cronbach. Data dianalisis menggunakan regresi linier sederhana dengan bantuan software statistik. Hasil penelitian menunjukkan bahwa kepercayaan merek berpengaruh signifikan terhadap kepuasan pelanggan. Semakin tinggi tingkat kepercayaan terhadap merek, semakin tinggi pula tingkat kepuasan yang dirasakan. Kepercayaan yang dibentuk dari persepsi terhadap keandalan, niat baik, dan integritas merek menjadi faktor utama dalam menciptakan pengalaman penggunaan yang positif. Temuan ini menunjukkan pentingnya mempertahankan dan memperkuat elemen-elemen pembentuk kepercayaan untuk meningkatkan kepuasan dan loyalitas pelanggan secara berkelanjutan.
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