PENGARUH FAKTOR EMOSI KONSUMEN TERHADAP KEPUASAN PENGGUNAAN HONDA BEAT PADA PT. SINAR SENTOSA PRIMATAMA JAMBI

Edo Pranata, Edo Pranata (2022) PENGARUH FAKTOR EMOSI KONSUMEN TERHADAP KEPUASAN PENGGUNAAN HONDA BEAT PADA PT. SINAR SENTOSA PRIMATAMA JAMBI. skripsi thesis, Universitas Batanghari.

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Abstract

ABSTRACT Edo Pranata / 1800861201080 / Management Study Program / Economy Faculty Batanghari University / The Influence of Customers’ Emotional Factors on the Satisfaction of Using Honda Beat at PT. Sinar Sentosa Primatama Jambi/ Supervisor I: Ahmad Tarmizi, SE., MM, Supervisor II: Hj. Susilawati, S.E., M.Si. The development of the automotive industry in Indonesia makes the level of competition increasingly fierce, especially in motorcycle industry. The more diverse the brands and types of motorcycles available, the more customers are selective in choosing the motorcycle to be purchased. Customers will also consider how much it will cost for a particular brand. The type of research in this study is descriptive quantitative, with a total population of 1,589 and a sample of 93 students. In collecting the data, researchers used the results of questionnaires and existing data. To analyze the data, the researcher used descriptive analysis and analyzed them quantitatively. The results of the study: (1) obtained a significant value in the ANOVA tabel with a significant value of 0.042, it can be concluded that the variable of customers’ emotion factors on Honda Beat user satisfaction. This is by following the significance level of 0.05. This means that if the significant value is below 0.05, the independent variable affects the dependent variable. (2) there is an effect, namely sig 0.042, it can be concluded that there is an influence of consumer emotional factors on customers’ satisfaction of Honda Beat Management Study Program, Faculty of Economics, Batanghari University, Jambi. This research is expected to be used as a comparison to conduct future research with different variables and can be used as a source of references in the same field of research. Keywords: Influence, Emotional Factors, Satisfactions

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