PENGARUH BRAND CREDIBILITY TERHADAP WORD OF MOUTH MELALUI CUSTOMER SATISFACTION DAN CUSTOMER LOYALTY PADA TOYOTA KIJANG INNOVA DI SURABAYA

Abstract

Toyota in Indonesia is represented by two subsidiaries namely PT Toyota Motor Manufacturing Indonesia (TMMIN) and PT Toyota Astra Motor (TAM). As a subsidiary of Toyota Motor Corporation based in Japan, TMMIN acts as a manufacturer and exporter of Toyota products and parts, while TAM acts as brand holder agent, importer and distributor of Toyota Toyota Motor Manufacturing Indonesia (TMMIN) products. This research is aimed to analyze the influence of Brand Credibility variable on Customer Satisfaction and Customer Loyalty which ultimately affect Word of Mouth. The sample used in this study is based on data from 100 respondents aged productive between 18-60 years, residing in Surabaya, buying and using Toyota Innova car more than 2 years, is a decision maker in the process of purchasing a Toyota Innova car, at least never suggested a car Toyota Innova to other people 1 times during the use of the vehicle. For processing and analyzing data in this research that is by using SPSS as software to process data. The result of analysis shows that Statistical product and service solutions (SPSS) with software 22.0 as software to process data. These study findings indicate that Brand Credibility has an influence on Customer Satisfaction with regression coefficient of 0.370. Brand Credibility has an influence on Customer Loyalty with regression coefficient of 0.339. Customer Satisfaction has an influence on Word of Mouth with a regression coefficient of 0.282. Customer Loyalty has an influence on Word of Mouth with a regression coefficient of 0.559