The Effect of Price and Promotion on Honda Beat Customer Loyalty (Case Study on Honda Saudara Motorcycle Dealership in Solok City)

Abstract

Customer loyalty is a positive attitude given by consumer satisfaction with a product or company which is
manifested by the behavior of intending to buy again or who have made repeated purchases to recommend it to anyone
they know.
This study aims to see the influence of price and promotion on customer loyalty at Honda Saudara Motor
Dealers in Solok City.
This type of research is an associative research where it aims to find out the relationship between two or more variables
by taking a sample of 100 respondents. The data collection technique in this research is using a questionnaire with a
Likert scale. Based on the results of the calculation of the SPSS program application from the t-test, a price variable
was obtained with at-value of -3.369 < t, table 1.660 and a sig value of 0.001 < 0.05 so that H1 was rejected and H0 was
accepted. In the promotion variable, the value of tis calculated at 5.583 > ttable is 1.660 and the sig value is 0.000 < 0.05 so
that H1 is accepted and H0 is rejected.
The results of the F test of significant probability Fcalculated 20.819 > Ftable 3.090 with a significant value of
0.000 < 0.05 so that this means that the price has a negative effect on customer loyalty and the promotion has a positive
and significant effect on Honda Beat customer loyalty at Honda Brother Motor Dealers in Solok City.
In this study, the determination coefficient is 0.300 or 30%. Where price variables and promotions have an
effect of 30% on Honda Beaat customer loyalty at Honda Saudara Motor Dealers in Solok City. Meanwhile, the other
70% was influenced by other variables that were not discussed by the researcher in his study.