Companies that want to grow and gain competitive advantage must be able to provide goods or
services in the form of product quality and good services to the customers, so it will be appear in the
minds of customer satisfsaction and is expected to bring a positive impact to the company. At this
modern era of two-wheeled transportation or motorcycle has become a fundamental need for the
community, the company became more passionate in delivering the best product to the consumer,
which focus to give satisfaction to the customer and be able to have a competitive edge over competitors.
The purpose of this research was to determine how the effect of product attributes on customer
satisfaction, to know how product attributes influence on brand loyalty, and to know how to influence
the customer satisfaction on brand loyalty. The variables are product attributes, customer satisfaction,
and brand loyalty will be linked and calculated to how much influence on these variables. The research
by the author is in the CV. Wira Agung Lestari AHASS Cibanteng 2709, located in the Kab. Bogor.
CV. AHASS 2709 Wira Agung Lestari is a company that serves as a workshop service to various types
of products of Honda motorcycles.
The results showed that the beta coefficients obtained standardized table X (product attributes) to Y
(Customer Satisfaction) of 0.864. That the variable product attributes and customer satisfaction
variables have a strong influence since obtained a value of 0.864 indicates a strong influence of both
variables. Standardized beta coefficients in Table X (product attributes) to Z (Brand Loyalty) of 0.572.
That the variable product attributes and brand loyalty variables have a strong influence since obtained
a value of 0.572 indicates a strong influence of both variables. As for the table of the standardized beta
coefficients Y (Customer Satisfaction) to Z (Brand Loyalty) of 0.403. That the variables of customer
satisfaction and brand loyalty variables have a strong influence since obtained a value of 0.403
indicates a strong influence of both variables.
The Evaluation results in this study is brand loyalty in Honda motorcycles in CV. Wira Agung
Lestari AHASS 2709 could influenced by product attributes and customer satisfaction with good
activity to refine all the handy skills, knowledge, and main skills as well as discipline be planned by the
CV. Wira Agung Lestari AHASS 2709 to achieve optimal results. As there are marketing focused by
PT Astra Honda Motor on a quality product sector will make positive impact on customer loyalty and
satisfaction on sustainable.
Keywords: product attributes customer satisfaction and brand loyalty