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All Journal Quantitative Economics and Management Studies
Susetyo, Catur Rachmad
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Mathematics

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Effect of Brand Identity and Brand Image On Customer Loyalty Case Study In Daihatsu Car Consumer Susetyo, Catur Rachmad; Nilowardono, Sengguruh; Wulandari, Ani
Quantitative Economics and Management Studies Vol. 1 No. 1 (2020)
Publisher : Yayasan Ahmar Cendekia Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (312.506 KB) | DOI: 10.35877/454RI.qems74

Abstract

Daihatsu Motor Co., Ltd. is the oldest Japanese car company known for its small car products or more agreed. The number of Daihatsu car consumers is quite a lot, in making purchases. This study aims to analyze the effect of brand identity and brand image on customer loyalty. This type of research uses a quantitative approach. Data collection uses interviews, observation, and questionnaire distribution. Using the nonprobability method with a purposive sampling approach. The population of this research is Daihatsu car consumers with a sample of 60 respondents. The analytical method used is SPSS v.20. Based on the results of this study concluded that brand identity and brand image have a significant effect on customer loyalty.
Co-Authors Sengguruh Nilowardono Wulandari, Ani