PENGARUH BRAND EQUITY MOBIL TOYOTA YARIS TERHADAP KEPUASAN KONSUMEN (Studi pada Pengguna Mobil Toyota Yaris di Yogyakarta)
Abstract
This reseach is done to analyze more specifically about the effect of the variables of brand awareness, peceived quality, brand association, brand loyalty, and other brand assets toward the customer satisfaction on Toyota Yaris. The sampling technique used is purposive sampling with the criteria of public owners and users of Toyota Yaris and public using Toyota Yaris for at least 3 months. The samples collected are 50 respondents who are the consumers of Toyota Yaris staying in Yogyakarta.
Based on the multiple regression test, the result finds that the independent variables significantly affecting toward the stock return are brand awaraness, perceived quality, brand association, brand loyalty, brand assets and brand equity, and along with (simultaneous) brand awarness, perceived quality, brand association, brand loyalty, and other brand assets affect the customer satisfaction on Toyota Yaris.