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Articles | 2020-06-30

Effect of Brand Identity and Brand Image On Customer Loyalty Case Study In Daihatsu Car Consumer

Catur Rachmad Susetyo, Sengguruh Nilowardono, Ani Wulandari
Quantitative Economics and Management Studies, Vol. 1 No. 1 (2020), pp. 25-32 https://doi.org/10.35877/454RI.qems74 Published: 2020-06-30
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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.

Keywords

Brand IdentityBrand ImageCustomer Loyalty

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How to Cite

Susetyo, C. R. ., Nilowardono, S. ., & Wulandari, A. . (2020). Effect of Brand Identity and Brand Image On Customer Loyalty Case Study In Daihatsu Car Consumer. Quantitative Economics and Management Studies, 1(1), 25–32. https://doi.org/10.35877/454RI.qems74