DOMINANT FACTORS OF CUSTOMER SATISFACTION TOWARDS JAPANESE MOTORCYCLE USING ECSI MODEL

Abstract

This research aims to analyze the dominant factors of customer satisfaction towards Japanese motorcycle in order to reduce the capital flight. The population for this research is President University student batch 2011 who know and drive Japanese motorcycle. The variables studied in this research were adopting from ECSI model to measure the customer satisfaction which are Perceived Quality, Perceived Value, Customer Expectation, Customer Trust, and Customer Education. This research used quantitative analysis by collecting primary data through questionnaires and secondary data through articles and journals that related to this research. Datas collected were analyzed using Factor Analysis method to determine the dominant factors of customer satisfaction towards Japanese motorcycle. The result of research shows that there are 3 dominant factors of customer satsifaction towards Japanese motorcycle that successfully formed. The hiighest value of variance in three factors formed is “Comfort Aspect”, thus “Comfort Apect” could be stated as the most dominant factors of customer satisfaction towards Japanese motorcycle.