Quantitative Economics and Management Studies
Vol. 1 No. 1 (2020)

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

Susetyo, Catur Rachmad (Unknown)
Nilowardono, Sengguruh (Unknown)
Wulandari, Ani (Unknown)

Article Info

Publish Date
10 Jun 2020

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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Journal Info
Quantitative Economics and Management Studies
Website

Abbrev

qems

Publisher

PT. Mattawang Mediatama Solution

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Mathematics

Description

Journal of Quantitative Economics and Management Studies (QEMS) is an international peer-reviewed open-access journal dedicated to interchange for the results of high-quality research in all aspects of economics, management, business, finance, marketing, accounting. The journal publishes ...