THE INFLUENCE OF BRAND IMAGE ON CUSTOMER LOYALTY ( STUDY OF HONDA INDONESIA )

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.