Peran Harga, Brand Image dan Inovasi Produk dalam Meningkatkan Loyalitas Pelanggan Studi Kuantitatif pada Konsumen Motor Honda di Kabupaten Purworejo

Dwi Rahmadani ; Anisa ; Hesti Respatiningsih ; Anna Probowati
JURNAL EKONOMI BISNIS DAN MANAJEMEN (JISE) 📅 2026 Vol 4, No 2 🔗 DOI: 10.59024/jise.v4i2.1618
Abstract
This study aims to examine the influence of price, brand image, and product innovation on the level of customer loyalty of Honda motorcycles, especially in Purworejo Regency. The method used in this study is a quantitative approach with an explanatory design. Data collection was carried out by distributing questionnaires to 100 respondents with the following requirements: a minimum of 17 years old, domiciled in Purworejo Regency, have used or owned a Honda motorcycle for at least 1 year, and selected using a purposive sampling technique. Then the data obtained were analyzed using multiple linear regression with the help of IBM SPSS Statistics 25. Before being analyzed, validity and reliability tests were conducted to determine the instrument can be used and a classical assumption test was conducted to ensure that the regression model meets statistical requirements. The results of the research analysis simultaneously show that price, brand image, and product innovation have a significant influence on customer loyalty. However, this is different from the partial test which indicates that only brand image has a significant influence in shaping customer loyalty. Brand image was also found to be the most dominant factor in increasing the tendency to repurchase, resistance to competing brands, and positive customer recommendations.
Keywords
Brand Image; Customer Loyalty; Honda Motorbike; Price; Produc Innovation
How to Cite

Dwi Rahmadani, et al. (2026). Peran Harga, Brand Image dan Inovasi Produk dalam Meningkatkan Loyalitas Pelanggan Studi Kuantitatif pada Konsumen Motor Honda di Kabupaten Purworejo. JURNAL EKONOMI BISNIS DAN MANAJEMEN (JISE), 4(2). https://doi.org/10.59024/jise.v4i2.1618

Dwi Rahmadani, Anisa; Hesti Respatiningsih; Anna Probowati, "Peran Harga, Brand Image dan Inovasi Produk dalam Meningkatkan Loyalitas Pelanggan Studi Kuantitatif pada Konsumen Motor Honda di Kabupaten Purworejo," JURNAL EKONOMI BISNIS DAN MANAJEMEN (JISE), vol. 4, no. 2, 2026.

Dwi Rahmadani, Anisa; Hesti Respatiningsih; Anna Probowati. "Peran Harga, Brand Image dan Inovasi Produk dalam Meningkatkan Loyalitas Pelanggan Studi Kuantitatif pada Konsumen Motor Honda di Kabupaten Purworejo." JURNAL EKONOMI BISNIS DAN MANAJEMEN (JISE), vol. 4, no. 2, 2026.

Dwi Rahmadani, Anisa; Hesti Respatiningsih; Anna Probowati. "Peran Harga, Brand Image dan Inovasi Produk dalam Meningkatkan Loyalitas Pelanggan Studi Kuantitatif pada Konsumen Motor Honda di Kabupaten Purworejo." JURNAL EKONOMI BISNIS DAN MANAJEMEN (JISE) 4, no. 2 (2026).

Dwi Rahmadani, et al. (2026) 'Peran Harga, Brand Image dan Inovasi Produk dalam Meningkatkan Loyalitas Pelanggan Studi Kuantitatif pada Konsumen Motor Honda di Kabupaten Purworejo', JURNAL EKONOMI BISNIS DAN MANAJEMEN (JISE), 4(2). doi: 10.59024/jise.v4i2.1618.

Dwi Rahmadani, Anisa; Hesti Respatiningsih; Anna Probowati. Peran Harga, Brand Image dan Inovasi Produk dalam Meningkatkan Loyalitas Pelanggan Studi Kuantitatif pada Konsumen Motor Honda di Kabupaten Purworejo. JURNAL EKONOMI BISNIS DAN MANAJEMEN (JISE). 2026;4(2).

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