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

Catur Rachmad Susetyo | Zendy; Sengguruh Nilowardono | Zendy; Ani Wulandari | Zendy

AI Assistant Blog Pricing

Home ZAIA Blog

Open Access

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

Author(s) -

Catur Rachmad Susetyo,

Sengguruh Nilowardono,

Ani Wulandari

Publication year - 2020

Publication title -

quantitative economics and management studies

Language(s) - English

Resource type - Journals

ISSN - 2722-6247

DOI - 10.35877/454ri.qems74

Subject(s) - nonprobability sampling , advertising , brand loyalty , brand image , brand identity , population , business , loyalty business model , sample (material) , marketing , identity (music) , service (business) , service quality , sociology , art , demography , chemistry , chromatography , aesthetics

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.

The content you want is available to Zendy users.

Already have an account? Click here to sign in.

Having issues? You can contact us here

Accelerating Research