PENGARUH BRAND EQUITY TERHADAP LOYALITAS PELANGGAN MOBIL MEREK TOYOTA DI PT GRAHA MULIA AUTO SAMARINDA

Abstract

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The aims of this research are: 1. To find out and analyze the effectbrand equity in terms ofbrand awareness on customer loyalty of Toyota brand cars. 2) To know and analyze the effect brand equity in terms ofbrand association on customer loyalty of Toyota brand cars. 3) To know and analyze the influence brand equity in terms ofperceived quality  on customer loyalty of Toyota brand cars. 4) To know and analyze the influence brand equity in terms ofbrand loyalty on customer loyalty of Toyota brand cars. 5) To know and analyze the influence brand equity in terms ofbrand awareness, brand association, perceived quality  andbrand loyalty collectively towards customer loyalty of Toyota brand cars.

This research was conducted only on Toyota car consumers who made purchases at PT Graha Mulia Auto Samarinda. Samples taken as many as 96 respondents with the purposive sampling method. Data collection techniques using field research and library research. Collecting data by distributing questionnaires with a Likert scale to measure each indicator. The analytical tool in this study uses multiple linear regression analysis.

The research results show that 1) Variable brand awareness significant positive effect on customer loyalty. 2) Variable brand association significant positive effect on customer loyalty. 3) Variabl sperceived quality significant positive effect on customer loyalty. 4) Variable brand loyalty significant positive effect on customer loyalty. 5) Variables brand awareness, brand association, perceived quality and brand loyalty collectively have a significant effect on customer loyalty