Open AccessEffect 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.