Yamaha Marketing Strategy In Palopo City: Understanding The Impact Of Promotion Mix, Service Quality, And Company Image On Customer Satisfaction Through Customer Trust

Abstract

This study aims to examine the influence of promotion mix, service quality, and company image on consumer trust and satisfaction, as well as their impact on consumer satisfaction through the trust factor. The research method used is associative with a quantitative approach. The research sample consists of 96 Yamaha motorcycle consumers registered at PT. Jaya Baru Palopo. The results of the study indicate that promotion mix, service quality, and company image significantly influence consumer trust. Although indirectly, improvements in these factors have the potential to enhance consumer satisfaction through trust. This research emphasizes the importance of these factors in building a positive relationship with consumers.