The document discusses factors that affect customer loyalty and brand switching in the automotive industry. It examines how price, service, product, and promotion impact customer satisfaction and loyalty based on a study of 100 customers of a Yamaha motorcycle dealership in Indonesia. The results showed that these four factors significantly influence customer loyalty both individually and collectively through improving customer satisfaction.

1. ABSTRACT
The development of the automotive world is so fast was in line with advances in
technology and the high level of competition among automotive companies in
creating a product that could affect the occurrence of brand switching from one
brand to another brand, it shows the intense competition will dominate the
automotive world, where companies mutually vying for market share.
As for which is used as population is all Yamaha Dealer Mataram Sakti
Purwodadi. The samples taken in the study are obtained to100.
The results showed that there are significant effect of price, service, product and
promotion on customer loyalty through customer satisfaction (study on Yamaha
Dealer Mataram Sakti Purwodadi ) either partially or simultaneously.
Keywords: price, service, product and promotion, customer loyalty and customer
satisfaction