KnE Social Sciences

Published date: Oct 13 2025

Journal Title: KnE Social Sciences

Issue title: The International Conference of Psychology 2025 (IcoPsy 2025)

Pages: 242 - 257

DOI: 10.18502/kss.v10i25.19901

Angga Yuni Mantaraanggamanta.fppsi@um.ac.idDepartment of Psychology, Universitas Negeri Malang, Malang

Alifatus Sholeha PutriDepartment of Psychology, Universitas Negeri Malang, Malang

Titik Yulita SariDepartment of Psychology, Universitas Negeri Malang, Malang

Savira Rana LabibaDepartment of Psychology, Universitas Negeri Malang, Malang

Satria Labib Al-HafizhDepartment of Psychology, Universitas Negeri Malang, Malang

Sigit Hendrawan WicaksonoDepartment of Psychology, Universitas Negeri Malang, Malang

One of the brands that is quite strong in motorcycles in Indonesia is Honda, with its latest innovation on the eSAF frame. However, several cases of broken vehicle frames have made some people question whether they will still buy Honda products or not in the future. This is, of course, also influenced by several things, one of which is the strong Honda brand image in Indonesia and customer satisfaction with Honda products in general. This study was designed to test the role of Customer Satisfaction on customer loyalty through Brand Image. Respondents were dominated by men (N = 58) with an age range of 18-28 (M = 20.68, SD = 1.78). The results of the research that has been done, found that Customer satisfaction can predict brand image, and brand image also predicts customer satisfaction, but Customer satisfaction failed to directly predict customer loyalty β = .0885, t (96) = 1.385, p = 0.1694, CI 95% (-.0409, .2294).

Keywords: customer satisfaction, customer loyalty, brand image, eSAF motorcycle frame

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