Abstract:
This research analyses the influence of Brand Image (corporate image, user image
and product image) towards Customer Loyalty of Honda. The analytical method
used is quantitative analysis. Non probability sampling is used as sampling
technique which is snowball sampling. In this research , the data collected is
primary data. A survey was conducted on 95 respondents who are the consumer of
Honda's car. Data analysis that used is multiple linear regressions test hypothesis
using t-statistics for testing the partial level of 5%. It also tested the classical
assumptions that included normality test, multicollinearity test and
heteroscedascity test. This shows the availability data has been qualified using
multiple linear regressions equation model. The result indicates that the variables
of corporate image, user image and product image have partial significant
influence towards customer loyalty. Predictive ability of four variables to the
customer loyalty in this study is 52.1% while the remaining 47.9% is affected by
other factors which exclude in this research model.
