PENGARUH BRAND CREDIBILITY TERHADAP WORD OF MOUTH MELALUI CUSTOMER SATISFACTION DAN CUSTOMER LOYALTY PADA PT. ASTRA HONDA MOTOR DI SURABAYA

Abstract

In the face of an increasingly complex business environment such as the current required for marketing the right way. In this way it can be used is Word of Mouth. Word of Mouth is a process of communication that the provision on either individually or in groups to a product or service that aims to provide personal information, which is affected by Brand Credibility through Customer Satisfaction and Customer Loyalty. This research is a quantitative research, the research is based on the philosophy positivistme, used to examine the population or a particular sample by means of collecting data using the research instrument, perform data analysis that is numbers or statistics in order to test the hypothesis that has been set. This type of research is causal because it aims to determine the effect of independent variables on the dependent variable. Stages of the study consisted of: Test Validity, Test Reliability Test, Classical Assumption comprising, Normality Test, Test Heteroskidastity, Test Linearity, Test Multicolinearity, then Linear Regression consisting of Simple Linear Regression (Simple Linear Regression), Multiple Linear Regression (Multiple linear Regression) which also comprises correlation coefficients (r) and the coefficient of determination (R2), followed by testing the hypothesis that consists of T test and test F. The results showed a significant effect of Brand Credibility on Customer Satisfaction with a regression coefficient of 0.725, and a significant effect of Brand Credibility of the Customer Loyalty with regression coefficient with a value of 0.419, then a significant impact on the Customer Satisfaction to Customer Loyalty to the Word of Mouth with the regression coefficient 0.402 and 0.415.