Vol. 5, No. 10, October 2024
E-ISSN:2723 – 6692
P-ISSN:2723– 6595
http://jiss.publikasiindonesia.id/
Journal of Indonesian Social Sciences, Vol. 5, No. 10, October 2024 2635
The Influence of Brand Image, Brand Trust, Service Quality
through Customer Satisfaction on Honda Brand Motorcycle
Brand Loyalty in DKI Jakarta
Sugiearto Buntoro Theodore, Tony Sitinjak
Kwik Kian Gie School of Business, Jakarta, Indonesia
Email: 0892201002@student.kwikkiangie.ac.id, tony.sitinjak@kwikkiangie.ac.id
Correspondence: 0892201002@student.kwikkiangie.ac.id
*
KEYWORDS
ABSTRACT
Brand image; brand trust;
service quality; customer
satisfaction; brand loyalty;
Honda motorcycles, DKI
Jakarta
The automotive industry in Indonesia plays a crucial role in
the country's economic development, with motorcycles being
one of the most popular modes of transportation. Honda
motorcycles have a significant market share among various
brands due to their strong brand image, trust, and service
quality. This study analyses the influence of brand image,
trust, and service quality on Honda brand motorcycle brand
loyalty through customer satisfaction in DKI Jakarta. Using a
quantitative approach with a survey method, data was
collected from 200 respondents who used Honda motorcycles
in the DKI Jakarta area. Data was analysed using the Structural
Equation Modeling (SEM) technique. The study results show
that brand image, trust, and service quality significantly affect
customer satisfaction, impacting brand loyalty. Customer
satisfaction is essential to strengthening the relationship
between independent variables and brand loyalty. These
findings underscore the importance of improving service
quality, strengthening the image, and building trust to create
loyal customers for the Honda brand.
Attribution-ShareAlike 4.0 International (CC BY-SA 4.0)
Introduction
According to SUPAS (Inter-Census Population Survey) of the Central Statistics Agency, carried
out in 2022, Indonesia's population is 275.773 million. With an average annual growth of 3.33 million,
Indonesia is a strategic market destination for many companies to develop their businesses and
industries. One industry that attracts much interest from companies is the automotive industry (BPS,
2022).
According to the Ministry of Industry (2022), the automotive industry is one of the critical
sectors that contributes significantly to the country's economy. As demonstrated by its significant
contribution to the formation of GDP, its contribution to the economy also shows the ability to drive
many other industries through the demand for various raw materials, components, and other
e-ISSN: 2723-6692 p-ISSN: 2723-6595
Journal of Indonesian Social Sciences, Vol. 5, No. 10, October 2024 2636
supporting materials. On the contrary, the automotive industry creates many jobs and generates
foreign exchange for the country. Jobs are open for industrial businesses and their supporting
activities, ranging from car and spare parts sales to vehicle repair shops, spread across cities and
villages. As is known, the automotive industry faced significant challenges during the COVID-19
pandemic. The Transportation Equipment Industry contracted by 19.86% in 2020 after a contraction
of 3.43% in 2019. Two-wheeled vehicle sales increased, but not as much as the increase in four-
wheeled vehicle sales. Sales of two-wheeled vehicles in Indonesia fell to 3.6 million units in 2020, or
a decrease of about 44%, almost the same as the decline in four-wheeled vehicles. In the domestic
market, the increase in motorcycle sales is hampered by several factors. Some of them are a decrease
in purchasing power due to the COVID-19 pandemic, the demographics of motorcycle users, mainly
the lower middle-income group, and the lack of incentives for four-wheeled vehicles. Two-wheeled
car exports fell 11% from 468.23 million units in January-June 2022 to 417.97 thousand. The
opportunities for the automotive industry to develop better are available in various forms. Starting
from the large market, government policies that support manufacturers and consumers, the relatively
strong performance of the automotive industry at the ASEAN level, to opportunities in the future
electric car era, all provide a breath of fresh air for Indonesia's automotive industry to be able to grow
better in the future.
Based on the information above, motorcycle manufacturers should consider Indonesia because
of its vast potential. Companies such as Honda, Yamaha, Suzuki, and Kawasaki, the world's major
manufacturers, seem to be increasingly serious about working on the Indonesian market, which is
reflected in their investment.
Referring to data from the Indonesia Motorcycle Industry Association (AISI) released in January
2023, the number of motorcycle sales in Indonesia was recorded at 5.22 million units in 2022. This
figure increased by 3.24% compared to the previous year. In the report, the sales figure met AISI's
target throughout 2022, which is in the range of 5.1 million to 5.4 million units. It also created the
highest record since the COVID-19 pandemic in 2023 of 6.2 million motorcycle units.
The following is statistical data on motorcycle sales in Indonesia from 2019 to 2023.
Figure 1. Motorcycle Sales Data in Indonesia from 2019 to 2023
Source: Indonesia Motorcycle Industry Association (AISI)
6.478.460
3.660.616
5.057.516
5.221.470
6.236.992
-
1.000.000
2.000.000
3.000.000
4.000.000
5.000.000
6.000.000
7.000.000
2019 2020 2021 2022 2023
2019 2020 2021 2022 2023
e-ISSN: 2723-6692 p-ISSN: 2723-6595
Journal of Indonesian Social Sciences, Vol. 5, No. 10, October 2024 2637
Based on Figure 1, motorcycle sales drastically declined in 2020 during the COVID-19
pandemic. At that time, motorcycle sales were only at 3.6 million units. However, they increased in
2021 and 2022 even though sales have not returned to pre-pandemic times. They also experienced a
significant increase of around 1 million units in 2023. This increase reflects that people's purchasing
power is improving, positively impacting the two-wheeled vehicle market.
Of the 5 (five) AISI members, Honda, Suzuki, Yamaha, Kawasaki, and TVS brands, 2 (two)
brands dominate the Motorcycle Sales Market Share in Indonesia. The two brands are Honda and
Yamaha. Honda motorcycles became the best-selling brand throughout 2021, with sales of 3,928,788
units. Yamaha is in second place in the best-selling motorcycle market in Indonesia, with sales of
1,063,866 units. Furthermore, Kawasaki, Suzuki, and TVS are in third, fourth, and fifth positions. Sales
of 43,540 units, 18,380 units, and 2,942 units, respectively. (5 Million Motorcycles Sold Last Year,
What is the Best-Selling Brand in Indonesia? (detik.com) (accessed on May 05, 2024) Each has a
market share, as shown in Figure 2 below.
Figure 2. Market Share of Motorcycle Sales in Indonesia in 2021
Source: AISI (reprocessed)
There is an enormous demand for motorcycles in Indonesia because motorcycles are a cheap,
practical, and efficient means of transportation. In addition, Indonesia is a tropical country with a
population of 277 million people and an average per capita income of Rp 71 million, making it a
promising business for automotive industry business actors.
Nowadays, the competition of companies for consumers is no longer limited to the product's
functional attributes, such as the product's usability, but has been associated with brands that can
provide a special image to the wearer. At a low level of competition, a brand differentiates between
one product and another, or a brand is just a name. Meanwhile, at a high level of competition, brands
contribute to creating and maintaining the competitiveness of a product. Brands will be associated
with a specific image that can provide a particular association in the minds of consumers. In its
development, the company increasingly considers the brand its most valuable asset. According to
Keller and Swaminathan (2020), brands have existed for centuries to differentiate goods from one
Honda;
77,68%
Yamaha;
21,04%
Kawasak
i; 0,86%
Suzuki;
0,36%
TVS;
0,06%
e-ISSN: 2723-6692 p-ISSN: 2723-6595
Journal of Indonesian Social Sciences, Vol. 5, No. 10, October 2024 2638
producer from another. According to the American Marketing Association (AMA), a brand is a name,
term, sign, symbol, or combination intended to distinguish a seller's goods or services from other
sellers' goods and services. Technically, whenever a marketer creates a new name, logo, or symbol
for a new product, they already create a brand.
Many companies refer to the brand as something that has created awareness, reputation,
excellence, and so on in the market. Brands, especially strong ones, bring several different types of
associations, and marketers must consider them all in making marketing decisions. One very
important aspect of a brand is its image, as reflected by customer associations. This is useful for
marketers to distinguish between a lower level of consideration and a higher level of consideration
related to judgment, feelings, and overall relationships.
So, it can be seen that the brand is very important in customers' eyes because the product and
the product name deliver good value to those who buy the product. PT Astra Honda Motor in
Indonesia realises that brand image is one of the most valuable assets that the company can control.
Delgado and Munuera (2005) stated that brand trust is the brand's ability to be trusted (brand
reliability), which comes from the consumer's belief that the product can fulfil the promised value.
The brand is intense (brand intention), which is based on the consumer's belief that the brand can
prioritise the interests of consumers.
The company must provide the best service quality to survive and retain customers' trust. The
creation of Customer Satisfaction can provide benefits, including the relationship between the
Company and the Customer becoming harmonious; the Customer will make a repurchase until the
Customer's friendship is created and form a recommendation from word of mouth that benefits the
Company. According to Wirtz and Lovelock (2016, p. 135), Because service is intangible, it is tough to
evaluate the quality of a service compared to an item. Consumers are more likely to experience the
process in an engagement, so a difference must be drawn between the actual service delivery process
and the service output. So Wirtz and Lovelock (2016, p. 136) define good service quality as a high
standard of performance that consistently meets or exceeds consumer expectations. Kotler et al., p.
(2022, p. 448) define Quality as the totality of the features and characteristics of a product or service
that deliver the ability to satisfy a need.
The company must satisfy customers with a brand image, trust, and good service quality.
Customer satisfaction can be felt after customers compare their experience purchasing
goods/services from sellers or goods/service providers with the buyers' expectations. These
expectations are formed through their first experience buying a good/service, comments from friends
and acquaintances, and promises and information from marketers and competitors. Marketers who
want to excel in the competition must pay attention to customer expectations and satisfaction. Kotler
and Amstrong ((2021, p. 35)) explained that customer satisfaction is a feeling of pleasure or
disappointment that arises after comparing the performance (results) of the product to the
performance (or results) that customers expect.
Of course, in addition to the aspects above, companies also need to manage and gain brand
loyalty. Brand loyalty is a significant factor in increasing a company's market share. When consumers
are loyal to the brand of the goods they buy, they will promote the brand to other consumers.
Schiffman and Wisenblit (2019, p. 138) define brand loyalty as a measurement tool to see how
often consumers buy the brands they consume and their commitment to buying them regularly. For
marketers, a high level of brand loyalty is the most desirable outcome of consumer learning and an
e-ISSN: 2723-6692 p-ISSN: 2723-6595
Journal of Indonesian Social Sciences, Vol. 5, No. 10, October 2024 2639
indication that they are effectively "teaching" behaviours to their consumers. Schiffman and Wisenblit
(2019: 139) also said that high brand loyalty will increase the monetary value of a brand. The value
that strengthens the foundation of customer loyalty is the consumer's perception of a brand's
superiority, the social reward that uses consumer trust and identification.
In conjunction with the brand, the researcher is interested in studying the HONDA brand
Motorcycle, which creates various Motorcycle products. According to the official website (Corporate
Profile | PT Astra Honda Motor (astra-honda.com) (accessed on May 5, 2024), Motorcycles are now
not only a means of productive transportation for the Indonesia community. Motorcycles have
become part of the hobby and lifestyle and can even lead to certain proud achievements. PT Astra
Honda Motor presents mobility solutions for the community with the best products and services to
accompany people in their activities and achieve their various dreams. Since its first presence in
Indonesia, HONDA brand motorcycles have always been loved and trusted as a driving partner for the
community. Armed with this trust, PT Astra Honda Motor consistently innovates its products and
technologies, continues to improve services in Honda's sales and after-sales network, and intensely
engages and communicates with the public through various platforms.
PT Astra Honda Motor (AHM) pioneered Indonesia's motorcycle industry. It was established
on June 11, 1971, under the initial name PT Federal Motor. The production in the first year for one
year was only 1,500 units. However, it jumped to around 30 thousand in the following year and
continues to grow to become the ruler of the motorcycle market share in Indonesia to date.
As part of the nation of Indonesia, PT Astra Honda Motor always strengthens its contributions
in various fields, such as driving safety, education, environment, and community empowerment. It is
hoped that the company will continue to grow and develop with the community and become one of
Indonesia's proudest companies.
As previously explained, the HONDA brand is not alone in entering the Motorcycle market
share in Indonesia; the HONDA brand has been very attached to the perception of a good Motorcycle
brand in Indonesia compared to its competitors. This is reflected in Figure 3 below, where the HONDA
brand, in addition to controlling market share, is also at the top of customers' minds. The researcher
took one example in the subcategory Motorcycle Matic from 2019 to 2023.
Figure 3. Top Brand Index
Source: www.topbrand-award.com/komparasibrand
e-ISSN: 2723-6692 p-ISSN: 2723-6595
Journal of Indonesian Social Sciences, Vol. 5, No. 10, October 2024 2640
Hasbi and Sugiyono (2024) explained that even today, in mid-2023, the public is shocked by
the case of a broken chassis or frame of a Honda automatic motorcycle, especially in the 2019 output
and above, where several videos are uploaded on social media. In this regard, the Honda motorcycle
chassis uses a new type of frame, the eSAF, a Honda innovation. The Enhanced Smart Architecture
Frame (eSAF), is an innovative frame made using many technologies. In forming this frame, there is a
difference in technology and the method used compared to the frame on other motorcycles. This
frame uses steel plates pressed by a machine, then united with a welder in its manufacture, PT. AHM
assesses that this frame can reduce deformation or damage to the frame because the unification
process itself uses welding tools. Four types of Honda motorcycles currently use eSAF frames: Honda
Beat, Honda Genio, Honda Scoopy, and Honda Vario. The virality of this case has reached the Ministry
of Trade, and the Directorate General of Consumer Protection and Commercial Order (PKTN) has
tried to hold a meeting with PT. AHM with the result that PT. AHM, as a manufacturer of Honda
motorcycles, has received several complaints from consumers regarding damage to the frame of its
motorcycles, but based on a statement from PT. AHM, the damage occurred due to seawater
corrosion, and the motorcycle was an old output, so it did not use an ISAF frame. However, this is still
not satisfactory to the public; the Government, through the National Transportation Safety Committee
(KNKT), will try to conduct further research because this is related to the safety of the people of
Indonesia and, if necessary, PT. AHM was asked to recall motorcycles that use the eSAF frame
produced by AHM. As a result of the case of one of the community on behalf of Andre Rivaldi, the
public invited the public to give a petition to PT. AHM through an online petition change.org. The
petition titled "Recall All Honda Motorcycles with ESAF Frames that Endanger Riders' Lives" has been
signed by 2,213 people until September 28, 2023. This proves that people have begun to worry about
the products they buy due to the crowd on social media regarding the rusty and easily porous frame
because the purchase of motorcycles is not only for 1 year of use. In addition, the use of motorcycles
on the highway can be considered in this petition because it can threaten life safety.
This case proves that the growth of the internet and its availability can provide much
information about products and brands online, where consumers can learn about product quality.
Undoubtedly, the growth of the internet and the availability of online testimonials have changed the
function of brands in several ways. Instead of acting solely as a marker of quality, brands must do
something more than ever. Brands must act as translators of trends, agents of changing information
on changing tastes and desires of constantly moving consumers. Furthermore, providing speed for
consumers to learn true quality is crucial for brands investing in creating exceptional consumer
experiences. Keller and Swaminathan (2020: 55).
However, several other studies show that the research can be contradictory by finding
research that produces contradictions or gaps. The following is an explanation of some of the results
of previous research: Delgado in Iendy Zelviean Adhari (2021), brand trust is the existence of a high
expectation or possibility that the brand will result in positive consumer results. The study results
by the research journal Innocentius Bernato et al. (2010) show that brand image does not positively
affect brand loyalty. This phenomenon differs from the theory that brand trust will result in positive
consumer results. This gap is the background of this research.
So, after looking at experts' definitions, the data was presented. The contradictions of
previous research, the author wants to know how the ability of the HONDA brand motorcycles, which
remain at the top of public perception, to become the ruler of the motorcycle market share in
e-ISSN: 2723-6692 p-ISSN: 2723-6595
Journal of Indonesian Social Sciences, Vol. 5, No. 10, October 2024 2641
Indonesia, even though there is a negative issue about e-SAF that has gone viral in 2023 lately HONDA
motorcycles still exist, the author also wants to observe whether there is a connection between the
image of the HONDA brand itself, the quality of service provided by the company, customer
satisfaction of HONDA brand motorcycle users so that the customer satisfaction that makes HONDA
brand motorcycle users so or remain loyal to the HONDA brand and do not move to other brands.
With this research, it is hoped that it can be useful for fellow academics and can be a useful
reference to add knowledge in the field of Marketing Management to see how the influence of Brand
Image, Brand Trust, Service Quality through Customer Satisfaction on Brand Loyalty. The researcher
hopes this research can be useful for companies, such as PT Astra Honda Motor, Honda Motorcycle
Main Dealers, and other dealers, in taking the right marketing strategy. Also, with the preparation of
this research, it can be useful for marketing personnel to continue to improve HONDA's Brand Image,
build Brand Trust, improve Service Quality, and continue to maintain Customer Satisfaction to build
Brand Loyalty within the expected period and maintain HONDA brand bicycles as the best in
Indonesia.
Materials and Methods
This study uses a quantitative approach with a survey method. Data was collected from 200
respondents who use Honda motorcycles in the DKI Jakarta area. Data was analysed using the
Structural Equation Modeling (SEM) technique.
The SEM method was chosen because it can simultaneously analyse complex relationships
between multiple variables. This is essential for this study, which examines the direct and indirect
effects of brand image, brand trust, and service quality on brand loyalty through customer
satisfaction. SEM allows for the testing of both measurement models and structural models, providing
a comprehensive view of the relationships between latent variables.
Before the data analysis, several crucial SEM assumptions were tested to ensure the validity of
the results. First, the normality of the data was tested using skewness and kurtosis values to ensure
the data distribution was appropriate for SEM analysis. Multicollinearity was examined through
variance inflation factors (VIF) to avoid issues with highly correlated independent variables.
Additionally, confirmatory factor analysis (CFA) was conducted to evaluate the reliability and validity
of the measurement model, ensuring that the observed variables accurately represent the latent
constructs. Goodness-of-fit indices, such as RMSEA, CFI, and TLI, were also used to assess the model
fit. These steps were necessary to validate the structural relationships and ensure that the
conclusions drawn from the SEM analysis were robust and reliable.
Results and Discussions
Validity Test
Based on the corrected item-total correlation with the Pearson Product Moment correlate and
the value of r- the indicator is declared valid if the r-count > 0.361. The
results of the validity test were obtained as follows:
a. Brand Image Variable Validity Testing
Table 1. Results of Brand Image Variable Validity Testing
e-ISSN: 2723-6692 p-ISSN: 2723-6595
Journal of Indonesian Social Sciences, Vol. 5, No. 10, October 2024 2642
It
r-count
Information
1
0,337
Invalid
2
0,666
Valid
3
0,773
Valid
4
0,698
Valid
5
0,809
Valid
6
0,541
Valid
7
0,646
Valid
8
0,719
Valid
9
0,723
Valid
10
0,539
Valid
11
0,208
Invalid
12
0,670
Valid
Source: Attachment, Page 216
Based on Table 1 above, 10 (ten) indicators (CM2 CM10 and CM 12) for the brand image

, the testing of the
research hypothesis will be carried out by ignoring CM1 and CM11.
After the Validity Test was carried out by issuing indicators CM1 and CM 11, the following
results were obtained:
Table 2. Results of Brand Image Variable Validity Testing (CM 2 – 10 and CM 12)
No
r-count
Information














e-ISSN: 2723-6692 p-ISSN: 2723-6595
Journal of Indonesian Social Sciences, Vol. 5, No. 10, October 2024 2643
No
r-count
Information







Source: Appendix, Page 222
The CM2 CM10 and CM12 indicators are valid or able to measure the brand image variables
properly and accurately.
b. Brand Trust Variable Validity Testing
Table 3. Results of Brand Trust Variable Validity Testing
No
Corrected item-
total correlation
Information














Source: Appendix, Page 217
Based on Table 3 above, all indicators (KM1 
, it can be concluded that all of these indicators are valid or can
measure the Brand Trust variable properly and accurately.
c. Validity Testing of Service Quality Variables
Table 4. Results of Validity Testing of Service Quality Variables
No
Corrected item-
total correlation
Information




e-ISSN: 2723-6692 p-ISSN: 2723-6595
Journal of Indonesian Social Sciences, Vol. 5, No. 10, October 2024 2644
No
Corrected item-
total correlation
Information























13
0,565
Valid
14
0,963
Valid
15
0,899
Valid
Source: Attachment, Page 218
Based on Table 4 above, all indicators (KL1 
, it can be concluded that all of these indicators are
valid or can measure the Service Quality variable properly and precisely.
d. Customer Satisfaction Variable Validity Testing
Table 5. Results of Customer Satisfaction Validity Testing
No
Corrected item-
total correlation
Information






e-ISSN: 2723-6692 p-ISSN: 2723-6595
Journal of Indonesian Social Sciences, Vol. 5, No. 10, October 2024 2645
No
Corrected item-
total correlation
Information






Source: Appendix, Page 220
Based on Table 5 above, all indicators (KP1 KL6) for Customer Satisfaction have r
, it can be concluded that all of these
indicators are valid or can measure the Customer Satisfaction variable properly and accurately.
e. Brand Loyalty Variable Validity Testing
Table 6. Results of Brand Loyalty Variable Validity Testing
No
Corrected item-
total correlation
Information














Source: Appendix, Page 221
Based on Table 7 above, all indicators (LM1 LM7 for Brand Loyalty) 
, it can be concluded that all of these indicators are valid
and can measure the Brand Loyalty variable properly and accurately.
Reliability Test
Reliability is a term used to indicate the extent to which a measurement is relatively consistent
if measurements are taken twice or more. Measuring reliability can be done by testing Cronbach's
Alpha statistics. If alpha is 0.60 0.70, then reliability is moderate. If alpha < 0.6, then reliability is
low. If alpha is low, one or more items are likely unreliable.
Table 7. Reliability Test of Research Variables
No
Variable
N of Items
Cronbach's
Alpha
Conclusion
1
Brand Image
10
0,909
Reliable
e-ISSN: 2723-6692 p-ISSN: 2723-6595
Journal of Indonesian Social Sciences, Vol. 5, No. 10, October 2024 2646
2
Brand Trust
7
0,887
Reliable
3
Quality of Service
15
0,979
Reliable
4
Customer Satisfaction
6
0,891
Reliable
5
Brand Loyalty
7
9,916
Reliable
Source: Appendix, Pages 216-222 have been reprocessed
Based on the reliability test results in Table 7 above, Cronbach's Alpha for all variables is
Reliable. If you look at the reliability level of Cronbach's Alpha, all variables > 0.7 are categorised in
the reliability level of Very Good. This indicates that respondents answered consistently.
Research Hypothesis Testing Analysis
The author uses SEM Analysis (Structural Equation Modelling) with WarpPLS software version
7.0 to test hypotheses.
Figure 4. Research Models and Hypotheses
Source: WarpPLS version 7.0 output, Attachment Page 247
Information:
B = Result of the output value of the path coefficient
P = P value
R2 = R square
i = Indicator
Based on Figure 4, after the CM1 and CM11 indicators were issued on the Brand Image variable
(with ten indicators), the output was used to test the hypothesis of this study and the following results
were obtained:
1) Hypothesis 1: Brand Image positively affects Honda Motorcycle Customer Satisfaction in DKI
Jakarta.
H0: Brand Image does not affect Customer Satisfaction
Ha: Brand Image affects Customer Satisfaction
Based on Figure 4, it is known that the output value of the Brand Image path coefficient to

e-ISSN: 2723-6692 p-ISSN: 2723-6595
Journal of Indonesian Social Sciences, Vol. 5, No. 10, October 2024 2647
be concluded that brand image has an effect but is not significant on customer satisfaction with
Honda motorcycles in DKI Jakarta.
2) Hypothesis 2: Brand Trust positively affects Honda Motorcycle Customer Satisfaction in DKI
Jakarta.
H0: Brand Trust does not affect Customer Satisfaction
Ha: Brand Trust affects Customer Satisfaction
Based on Figure 4.8, it is known that the output value of the Brand Trust path coefficient to

be concluded that brand trust has an effect but is not significant in customer satisfaction among
Honda brand motorcycle consumers in DKI Jakarta.
3) Hypothesis 3: Service Quality has a positive effect on Honda Motorcycle Customer Satisfaction in
DKI Jakarta
H0: Service Quality does not affect Customer Satisfaction
Ha: Service Quality affects Customer Satisfaction
Based on Figure 4.8, it is known that the output value of the Service Quality coefficient to

concluded that service quality significantly affects customer satisfaction among Honda motorcycle
consumers in DKI Jakarta.
4) Hypothesis 4: Brand Image positively affects Honda Motorcycle Brand Loyalty in DKI Jakarta.
H0: Brand Image does not affect Brand Loyalty
Ha: Brand Image affects Brand Loyalty
Based on Figure 4.8, it is known that the output value of the Brand Image coefficient to Brand
Loyalty is 0.38 and P = <.01, 
that brand image significantly affects brand loyalty among Honda motorcycle consumers in DKI
Jakarta.
5) Hypothesis 5: Brand Trust has a positive effect on Honda Motorcycle Brand Loyalty in DKI
Jakarta
H0: Brand Trust does not affect Brand Loyalty
Ha: Brand Trust affects Brand Loyalty
Based on Figure 4.8, it is known that the output value of the Brand Trust coefficient to Brand
Loyalty is -0.10 and P = 0.052, 
It can be concluded that brand trust negatively affects loyalty among Honda motorcycle consumers
in DKI Jakarta.
6) Hypothesis 6: Service Quality positively affects Honda Motorcycle Brand Loyalty in DKI Jakarta.
H0: Quality of Service does not affect Brand Loyalty
Ha: Service Quality Affects Brand Loyalty
Based on Figure 4.8, it is known that the output value of the Service Quality coefficient to Brand

that service quality has an effect but is not significant on brand loyalty among Honda brand
motorcycle consumers in DKI Jakarta.
7) Hypothesis 7: Customer Satisfaction has a positive effect on Honda Motorcycle Brand Loyalty in
DKI Jakarta
H0: Customer Satisfaction does not affect Brand Loyalty
e-ISSN: 2723-6692 p-ISSN: 2723-6595
Journal of Indonesian Social Sciences, Vol. 5, No. 10, October 2024 2648
Ha: Customer Satisfaction Affects Brand Loyalty
Based on Figure 4.8, it is known that the output value of the Customer Satisfaction coefficient
to Brand Loyalty is 0.60 and P<.01, 
concluded that customer satisfaction significantly affects brand loyalty among Honda motorcycle
consumers in DKI Jakarta.
8) Hypothesis 8: The Influence of Brand Image on Brand Loyalty through Customer Satisfaction of
Honda Motorcycles in DKI Jakarta
H0: Brand Image does not affect Brand Loyalty through Customer Satisfaction
Ha: Brand Image Affects Brand Loyalty through Customer Satisfaction
Based on Figure 4.8, it is known that the direct influence of Brand Image (P<.01) and Customer
Satisfaction (P<.01) on Brand Loyalty (<0.05) and as well as the indirect influence of Brand Image on
Brand Loyalty through Customer Satisfaction = 0.08 (sig) * 0.60 (sig) = 0.048. So the total influence =
0.38 + 0.048 = 0.428. The conclusion is that Customer Satisfaction can mediate the influence of Brand
Image on Brand Loyalty.
9) Hypothesis 9: The Effect of Brand Trust on Brand Loyalty through Customer Satisfaction of
Honda Motorcycles in DKI Jakarta.
H0: Brand Trust does not affect Brand Loyalty through Customer Satisfaction
Ha: Brand Trust affects Brand Loyalty through Customer Satisfaction
Based on Figure 4.8, it is known that the direct influence of Brand Trust (0.05) and Customer
Satisfaction (P<.01) on Brand Loyalty (<0.05). The indirect influence of brand trust on brand loyalty
through customer satisfaction = 0.01 (sig) * 0.60 (sig) = 0.006. So that the total influence = -0.10 +
0.006 = -0.094. The conclusion is that brand trust negatively influences brand loyalty, which can be
mediated by customer satisfaction.
10) Hypothesis 10: The Effect of Service Quality on Brand Loyalty through Customer Satisfaction of
Honda Motorcycles in DKI Jakarta.
H0: Service Quality does not affect Brand Loyalty through Customer Satisfaction
Ha: Service Quality affects Brand Loyalty through Customer Satisfaction.
Based on Figure 4.8, it is known that the direct influence of Brand Trust (-0.05) and Customer
Satisfaction (P<.01) on Brand Loyalty (<0.05). As well as the indirect influence of Brand Trust on
Brand Loyalty through Customer Satisfaction = 0.79 (sig) * 0.60 (sig) = 0.474. So the total influence =
-0.05 + 0.474 = 0.424. The conclusion is that Customer Satisfaction can mediate the influence of Brand
Trust on Brand Loyalty.
Discussion
Descriptive Analysis of Research Variables
1. Brand Image Variables
It is known that the average value of the brand image variable is 4.60, which is very agreeable
in the scale range. Based on the variable data, Brand Image obtained a 95% interval of 4.37 4.83.
With this data, it is believed that 95% of respondents agree that the Honda Motorcycle Brand Image
is already in a perfect position in the minds of consumers. In the Brand Image variable, the indicator
with the highest average score is shown in the statement, "Honda brand motorcycles are brands that
I already know," with an average value of 4.75. The lowest average score is shown in the statement,
"Honda brand Motorcycle Design is a contemporary and futuristic model." with an average score of
e-ISSN: 2723-6692 p-ISSN: 2723-6595
Journal of Indonesian Social Sciences, Vol. 5, No. 10, October 2024 2649
4.45. So, the company needs to maintain the reputation of the Honda brand by providing futuristic
motorcycle designs to maintain a good Brand Image in the eyes of consumers.
2. Brand Trust
The results of this study show that the average value on the Brand Trust variable is 4.59, which
is on the scale of strongly agreeing. Based on the variable data, Brand Trust obtained a 95% interval
of 4.36 4.81. With this data, it is believed that 95% of respondents agree that the Honda Motorcycle
brand is already in a position trusted by consumers. In the Brand Trust variable, the indicator with
the highest average score is shown in the statement, "I believe that Honda brand motorcycles have
been recognised by the general public for the quality of their products", with an average value of 4.68.
The lowest average score is shown in the statement, "I think the design and features of Honda brand
motorcycles are not easy to imitate by competitors," with an average value of 4.28.
With the results of this study's score, the company needs to maintain good consumer trust in
the Honda brand itself. Looking at the lowest average value, companies need to differentiate or
innovate products so that competitors do not easily imitate designs and features.
3. Quality of Service
The results of this study showed that the average value on the Service Quality variable was 4.53,
which was in the range of the scale of strongly agreeing. Based on the variable data of Service Quality,
the 95% interval was obtained of 4.30 4.75. With this data, it is believed that 95% of respondents
agree that the Service Quality of Honda Motorcycle Repair Shops is good in serving consumers. In the
Quality of Service variable, the indicator that received the highest average score was shown in the
statement "Honda brand motorcycles provide service services as promised," with an average value of
4.62. The lowest average score is shown in the statement, "The Honda brand Motorcycle Workshop
pays special attention to me." with an average score of 4.45.
Thus, the Honda brand Motorcycle Workshop has provided services following what was
promised; it needs to be maintained and even improved to maintain quality service; also, by paying
special attention to consumers, it is hoped that it can improve the quality of service in the future.
4. Customer Satisfaction
The study's results show that the average value on the Customer Satisfaction variable is 4.45,
which is in the range of strongly agreeing. Based on the variable data of Service Quality, the 95%
interval was obtained of 4.22 4.67. With this data, it is believed that 95% of respondents agree that
Honda Motorcycles has satisfied them.
In the Customer Satisfaction variable, the indicator with the highest average score is "I will buy
Honda brand Motorcycle products in the future," with an average value of 4.58. The lowest average
score is "I am not affected by advertisements placed by Honda brand Motorcycle competitors," with
an average value of 4.37.
Thus, to continue to satisfy customers, the company needs to pay attention to features, design,
innovation, and competitive prices so that Honda motorcycles will become the main choice of
consumers in the future. It is necessary to pay attention to how the penetration and sales promotion
are carried out by competitors so as not to affect consumers in choosing Honda brand motorcycle
products and services, considering that satisfied consumers will continue to have higher expectations
and changeable consumer tastes.
e-ISSN: 2723-6692 p-ISSN: 2723-6595
Journal of Indonesian Social Sciences, Vol. 5, No. 10, October 2024 2650
5. Brand Loyalty
The results of this study show that the average value on the Brand Loyalty variable is 4.33,
which is in the range of the scale of strongly agreeing. Based on the variable data of Service Quality,
the 95% interval was obtained of 4.11 4.54. With this data, it is believed that 95% of respondents
agree that Honda Motorcycle consumers are loyal or loyal to the Honda brand.
In the Brand Loyalty variable, the indicator with the highest average score is "I am loyal to
repairing Honda brand motorcycles at Official Workshops," with an average value of 4.37. The lowest
average value is "I am ready to pay more if there is a realistic price change towards the service cost
at the Honda brand Motorcycle repair shop," with an average value of 4.25. Seeing the loyalty of
consumers in repairing motorcycles at Honda's official workshops, it would be better if the company
could expand the range of workshops to attract consumers who will remain loyal to service at official
workshops. Regarding price changes, the author suggests that companies conduct socialisation and
education because it will impact consumer loyalty to the Honda brand.
Hypothesis Test Results
1. The Influence of Brand Image on Customer Satisfaction
The study results show that brand image has an effect but is not significant on customer
satisfaction among Honda brand motorcycle consumers in DKI Jakarta. This is supported by research
by Sondakh (2015), Prastiwi, and Rivai (2022), which states that Brand Image has no effect but is not
significant to Customer Satisfaction. A strong Brand Image from Honda significantly affects Customer
Satisfaction; this is because the brand image of Honda is well known by consumers and as the ruler
of the largest motorcycle market share in Indonesia for many years, so that for consumers no matter
how the logo, symbol, or term does not become a problem because the Honda brand image has been
etched in the minds of consumers.
2. The Effect of Brand Trust on Customer Satisfaction
Firmansyah (2019, p. 141) said that brand trust reflects two important components; the first is
consumer confidence that the product can meet the promised value or, in other words, the perception
that the brand can meet consumer expectations with the fulfilment of brand promises which
ultimately creates customer satisfaction, the second, consumer confidence that the brand can
prioritise consumer interests when problems in product consumption arise unexpectedly. However,
the study results show that brand trust has an effect but is not significant in customer satisfaction
among Honda brand motorcycle consumers in DKI Jakarta. This is supported by previous research
conducted by Sinta et al. (2023), where Brand Trust has a negative relationship with Customer
Satisfaction, where the higher the consumer believes in a brand, the lower the level of satisfaction.
This is due to the expectation that consumers expect to be too high for the company to be unable to
meet.
3. The Effect of Service Quality on Customer Satisfaction
The results of this study show that service quality significantly affects customer satisfaction
among Honda motorcycle consumers in DKI Jakarta. This result is based on Schiffman and Wisenblit's
e-ISSN: 2723-6692 p-ISSN: 2723-6595
Journal of Indonesian Social Sciences, Vol. 5, No. 10, October 2024 2651
(2019, p. 103) statement: service quality is a function of the large gap between service expectations
and consumer judgments or perceptions of the services they receive. So that their company fulfils
their expectations, they will be assessed and satisfied as one of them. Also, research conducted by
Devi and Yasa (2021) shows that service quality affects customer satisfaction. Where the quality of
service is better and higher, it will meet consumer expectations to satisfy them.
4. The Influence of Brand Image on Brand Loyalty
The results of this study can conclude that brand image significantly affects brand loyalty
among Honda motorcycle consumers in DKI Jakarta. Kotler, Keller, Goodman, Brady and Hansen
(2019, p. 379) said brand image refers to how consumers describe a brand's true verbal and visual
expressions, which ushers in the desired psychiatric or emotional associations to maintain what has
been in the consumer's mind. So this study proves that Honda Motorcycles have a very strong Brand
Image, which also proves what Schiffman and Wisenblit (2019, p. 138) stated that for marketers, a
high level of brand loyalty is the most desired result in studying consumers and an indication of they
effectively "teach" behaviour to their consumers. The results of this study are also supported by
Ervina and Kurniawan (2022), where Brand Image has a positive effect on Brand Loyalty.
5. The Effect of Brand Trust on Brand Loyalty
Chandra et al., (2020, p. 176) define trust or trust defined as the perception of reliability from
the consumer's point of view based on experience or more on the sequence of transactions or
interactions characterised by the fulfilment of expectations for product performance and satisfaction.
However, the results of this study show that brand trust has a negative and significant effect on brand
loyalty among Honda motorcycle consumers in DKI Jakarta. Although the P value is at 0.052 (a
difference of 0.002), it is still acceptable if the Brand Trust has enough evidence to reject H0. This is
supported by research conducted by Sinta et al. (2023), where the result is that Brand Trust has a
negative and significant effect on Brand Loyalty. This research shows that Honda Motorcycle
consumers may trust the brand not only in "trusting" alone but also in other factors such as product
innovation and customer service that can make them loyal to the Honda brand motorcycle itself.
6. The Effect of Service Quality on Brand Loyalty
The result of this study is that service quality does not significantly affect brand loyalty among
Honda motorcycle consumers in DKI Jakarta. The results of this study are also in line with research
conducted by Sammy Natanael (2019), which found that service quality does not significantly affect
brand loyalty. Schiffman and Wisenblit (2019, p. 102) say it is more difficult for consumers to evaluate
the quality of a service than a product. This is true because of some special service characteristics.
This study shows that the Honda Motorcycle Repair Shop industry has not been proven to affect
consumer loyalty to the Honda brand. This shows that the role of service quality for certain
businesses, such as the two-wheel automotive workshop industry, is not too significant and does not
impact the formation of brand loyalty. Therefore, improving the Quality of Service does not affect the
increase in Brand Loyalty. Several factors characterise products or services that may not be properly
associated with the services provided by the company. Hence, the services provided by the company
are not an absolute requirement for consumer loyalty to the Honda brand.
7. The Effect of Customer Satisfaction on Brand Loyalty
e-ISSN: 2723-6692 p-ISSN: 2723-6595
Journal of Indonesian Social Sciences, Vol. 5, No. 10, October 2024 2652
The results of this study show that customer satisfaction significantly influences brand loyalty
among Honda motorcycle consumers in DKI Jakarta. Kotler and Amstrong (2021, p. 32) state
that customer satisfaction is the key to building mutually beneficial relationships with consumers to
maintain and increase consumer growth. Satisfied consumers will repurchase the product/service,
give good recommendations to others, pay less attention to advertising, and not buy products from
other companies. This research is also supported by research conducted by Devi and Yasa (2021),
where Customer Satisfaction has a positive and significant effect on Brand Loyalty. So, in this study,
Honda brand motorcycle consumers whose expectations are fulfilled are the key to why consumers
can be so loyal to the Honda brand.
8. The Influence of Brand Image on Brand Loyalty through Customer Satisfaction
Brand Image (P<.01) and Customer Satisfaction (P<.01) on Brand Loyalty (<0.05), as well as
the indirect influence of Brand Image on Brand Loyalty through Customer Satisfaction = 0.08 (sig) *
0.60 (sig) = 0.048. So the total influence = 0.38 + 0.048 = 0.428. The conclusion is that Customer
Satisfaction can mediate the influence of Brand Image on Brand Loyalty. Kotler, Keller, and Chernev
(2022:237) say Brand loyalty provides prediction and demand security to companies and creates
barriers for competitors to enter the market. So it can be said if. This statement is supported by
research from Pamungkas (2019), where there is a significant difference between the Brand Image
variable and Brand Loyalty through Nike shoe Customer Satisfaction in Surabaya.
9. The Effect of Brand Trust on Brand Loyalty through Customer Satisfaction
Brand Trust (0.05) and Customer Satisfaction (P<.01) towards Brand Loyalty (<0.05). The
indirect influence of brand trust on brand loyalty through customer satisfaction = 0.01 (sig) * 0.60
(sig) = 0.006. So that the total influence = -0.10 + 0.006 = -0.094. The conclusion is that brand trust
negatively influences brand loyalty, which can be mediated by customer satisfaction. (Lumbanraja).
Firmansyah (2019, p. 143) states that brands can affect trust in brands. Indrasari Indahsari, p. (2019,
p. 82) Customer satisfaction is highly dependent on the customer's perception and expectations. This
is also shown by previous research conducted by Devi and Yasa (2021), in which customer
satisfaction mediates the relationship between service quality and trust value in brand loyalty. Rollaz
Dodo Pamungkas (2019) also proves that significant differences between Customer Satisfaction
variables mediate Brand Loyalty. (positive and significant).
10. The Effect of Service Quality on Brand Loyalty through Customer Satisfaction
Service Quality (-0.05) and Customer Satisfaction (P<.01) to Brand Loyalty (<0.05). As well as
the indirect effect of Service Quality on Brand Loyalty through Customer Satisfaction = 0.79 (sig) *
0.60 (sig) = 0.474. So the total influence = -0.05 + 0.474 = 0.424. The conclusion is that Customer
Satisfaction can mediate the effect of Quality of Service on Brand Loyalty. Kotler and Amstrong (2021,
p. 32) customer satisfaction is key to building mutually beneficial relationships with consumers to
maintain and increase consumer growth. Surya (2021, p. 134) explained that brand loyalty is often
measured by how many repeat purchases are made or from brand sensitivity. This is also shown by
previous research conducted by Devi and Yasa (2021), in which customer satisfaction mediates the
relationship between service quality and trust value in brand loyalty.
e-ISSN: 2723-6692 p-ISSN: 2723-6595
Journal of Indonesian Social Sciences, Vol. 5, No. 10, October 2024 2653
Conclusion
Several conclusions were drawn after analysing the research data regarding brand image,
brand trust, and service quality regarding customer satisfaction and brand loyalty among Honda
motorcycle users in DKI Jakarta. Consumers strongly agree they are familiar with Honda motorcycles
and trust the brand's quality and service. While Honda's brand image is well-established, it does not
significantly impact customer satisfaction, as consumers already have a strong perception of the
brand. Similarly, Brand Trust has a negative but non-significant effect on Customer Satisfaction,
indicating that high trust may lead to unmet expectations. In contrast, Service Quality significantly
positively affects Customer Satisfaction, showing that better service improves satisfaction levels. The
study also reveals that Brand Image significantly affects Brand Loyalty, highlighting the importance
of a strong brand in fostering customer loyalty. However, Brand Trust negatively affects Brand
Loyalty, suggesting that other factors, such as product innovation, may play a larger role.
Interestingly, Service Quality does not directly impact Brand Loyalty, suggesting that other factors
influence loyalty in the motorcycle service industry. Customer Satisfaction, however, significantly
affects Brand Loyalty and mediates the relationship between Brand Image, Brand Trust, Service
Quality, and Brand Loyalty, emphasising the need for companies to focus on satisfying their customers
to foster long-term loyalty.
References
Adhari, I. Z. (2021). Kepuasan Pelanggan & Pencapaian Brand Trust (Edition 1). CV. Penerbit Qiara
Media.
BPS. (2022). Statistik Indonesia 2022. BPS- Statistics Indonesia.
Chandra, T., Chandra, S., & Hafni, L. (2020). Service Quality, Customer Satisfaction, and Consumer
Loyalty : Tinjauan Teoritis. CV. IRDH.
Delgado-Ballester, E., & Munuera-Alema´n, J. L. (2005). Does brand trust matter to brand equity?
Journal of Product & Brand Management, 14(3), 187196.
Devi, A. A. D. T., & Yasa, N. N. K. (2021). The Role of Customer Satisfaction in Mediating the Influence
of Service Quality and Perceived Value on Brand Loyalty. International Research Journal of
Management, IT and Social Sciences, 8(3), 315328. https://doi.org/10.21744/irjmis.v8n3.1786
Ervina, E., & Kurniawati, M. (2022). Pengaruh Citra Merek dan Kepercayaab Merek terhadap Loyalitas
Merek Peralatan Kebeersihan Rumah Tangga Merek X. Prosiding Seminar Nasional (Serina) IV,
703708.
Firmansyah., M. A. (2019). Product and Brand Marketing (Planning & Strategy). CV. Qiara Media
Publisher.
Hasbi, M. R., & Sugiyono, H. (2024). Problematika Penggunaan Rangka Enhanced Smart Architecture
Frame Pada Sepeda Motor yang Cacat Produksi (Studi Kasus Kerusakan Rangka Motor Matic
Honda). Jurnal Interpretasi Hukum, 5(1), 712720.
https://doi.org/10.22225/juinhum.5.1.8319.712-720
Indahsari, M. (2019). Pemasaran & Kepuasan Pelanggan. Utomo Press.
Keller, K. L., & Swaminathan, V. (2020). Strategic Brand Management: Building, Measuring and
Managing Brand Equity (5th Global Edition). Pearson.
Kotler, P., & Armstrong, G. (2021). Principles of Marketing (18th Edition). Pearson.
e-ISSN: 2723-6692 p-ISSN: 2723-6595
Journal of Indonesian Social Sciences, Vol. 5, No. 10, October 2024 2654
Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2019). Marketing Management (4th
Edition). Pearson.
Kotler, P., Keller, K. L., & Chernev A. (2022). Marketing Management (16th Edition).
Natanael, S. (2019). Pengaruh Service Quality, Brand Image Terhadap Brand Loyalty Dengan Brand
Trust Sebagai Mediasi. Jurnal Manajemen Bisnis Dan Kewirausahaan, 3(3).
https://doi.org/10.24912/jmbk.v3i3.4975
Pamungkas, R. D. (2019). Pengaruh citra merek, kepercayaan merek, dan kepuasan pelanggan
terhadap loyalitas merek sepatu NIKE di Surabaya. Journal of Business and Banking, 9(1).
Prastiwi, E. S., & Rivai, A. R. (2022). The Influence of Product Quality, Brand Image, and Price
Perception on Customer Satisfaction and Its Impact on Customer Loyalty, Journal of
Management & Business, ISSN: 2598-8301. SEIKO: Journal of Management & Business, 5(1), 244
256.
Schiffman, L. G., & Wisenblit, J. (2019). Consumer Behavior (12th Edition). Pearson.
Sinta, F., Lumbanraja, P., & Sembiring, B. K. F. (2023). The Impact of Brand Trust and Perceived Quality
on Brand Loyalty in Mediation Customer Satisfaction: A Case Study of Kopi Kenangan Consumers
in Medan City. International Journal of Educational Review, Law And Social Sciences (IJERLAS),
3(5), 15551571.
Sondakh, C. (2015). Kualitas Layanan, Citra Merek Dan Pengaruhnya Terhadap Kepuasan Nasabah
Dan Loyalitas Nasabah Tabungan (Studi Pada Nasabah Taplus BNI Cabang Manado). Jurnal Riset
Bisnis Dan Manajemen, 3(1), 1932.
Surya, E. D. (2021). Manajemen Merek: Membangun & Mengembangkan Merek (Edisi 1). CV. Andalan
Bintang Ghonim.
Wirtz, J., & Lovelock, C. (2016). Services Marketing (8th Edition). World Scientific.