Consumer Loyalty Reviewed from Digital Marketing, Brand Image, and Service Quality (A Study on Honda Automotive Company in Bekasi City)

Abstract

This research aims to determine the contribution of digital marketing, brand image and service quality on consumer loyalty in a study of the Honda automotive company in Bekasi City. In this research, there are three independent variables: digital marketing, brand image, and service quality, which are tested for their impact on the dependent variable, consumer loyalty. The population of this study consists of people who use products from the Honda automotive company in Bekasi City, with a sample size of 100 respondents. The data collection technique used was distributing questionnaires, and the obtained data was then processed using SmartPLS 4 software. Based on the results of the SmartPLS test, it can be concluded that: (1) digital marketing has a significant contribution to consumer loyalty with a t-statistic value > 1.66  and a P-Value < 0.05; (2) brand image does not have a significant contribution to consumer loyalty with a t-statistic value < 1.66  and a P-Value > 0.05; (3) service quality has a significant contribution to consumer loyalty with a t-statistic value > 1.66  and a P-Value < 0.05..

Keywords: digital marketing, brand image, service quality, consumer loyalty