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

Catur Rachmad  Susetyo; Sengguruh  Nilowardono; Ani  Wulandari

doi:10.35877/454RI.qems74

Authors

Catur Rachmad Susetyo Faculty of Economics and Business, Narotama University, Surabaya, Indonesia
Sengguruh Nilowardono Faculty of Economics and Business, Narotama University, Surabaya, Indonesia
Ani Wulandari Faculty of Economics and Business, Narotama University, Surabaya, Indonesia

DOI:

https://doi.org/10.35877/454RI.qems74

Keywords:

Brand Identity, Brand Image, Customer Loyalty

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.

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