The Effect of Confidence through Emotional Branding Honda Motorcycle Customer Satisfaction:A Case Study of Maumere, Indonesia

Abstract

The purpose of this study is to describe the emotional branding, satisfaction and trust of Honda motorcycle customers, analyzethe influence of emotional branding on Honda motorcycle customer satisfaction, analyze the influence of emotional branding oncustomer confidence in Honda motorcycles, analyze the effect of customer satisfaction on customer confidence in Honda motorcycles, and analyze emotional branding on trust through customer satisfaction Honda motorcycle. The population of thisresearch is all Honda motorcycle users in Maumere, based on data from the Central Bureau of Statistics East Nusa Tenggaraprovince, amounting to 39.517 people. The Number of samples this study of 100 users of Honda brand motorcycles. The samplingtechnique is simple random sampling. The data analysis technique is the description and path analysis. Research shows thatEmotional branding effect on confidence. Emotional branding affects customer satisfaction and customer satisfaction affects trust. An important finding of this study is Emotional branding is an important part of Honda Motorcycles and able to create a sense of trust for users of Honda motorcycles, especially the reliability of the product.