FAKTOR-FAKTOR YANG MEMPENGARUHI LOYALITAS KONSUMEN DALAM MEMBELI BAN MOBIL MEREK DUNLOP PADA PT SULTAN KASIM BENGKULU (Studi Kasus Pada Pemilik Kendaraan Pribadi Roda Empat Di Kota Bengkulu)

The objective of this research is to knowing the factors influence of customer
loyalty to used Dunlop car tire in Bengkulu City. This Research represent type research
of survey that is research taking sample from a population using questioner as compiler
of the data. Data type the used is primary data which taken by questioner. Population
in research are all customers’ of Dunlop car tire in Bengkulu City. Method of intake
sample is accidental sampling, while respondent amounting 150 respondents. Method
analyzes data the used is descriptive analysis and factor analysis.
Pursuant to result of data analysis obtained result of that is the reduction of 25
factors was finding six new factors influence of customer loyalty to used Dunlop car tire
in Bengkulu City. The sevent factors that : product, price and promotion, assurance and
location, reference group, experience and satisfaction, and according and trend.