The influence of brand image towards customer loyalty at suzuki adam malik medan

Chandra, Soesilo (2019) The influence of brand image towards customer loyalty at suzuki adam malik medan. Diploma thesis, Universitas Pelita Harapan.

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Abstract

This research has been conducted at Suzuki Adam Malik Medan which is a sole distributor of Suzuki under PT. Trans Sumatera Agung. PT Trans Sumatera Agung only has a few employees when the company just established and as time goes by, the company had improved and expand its business that now have 360 employees and 4 Branch Company of Trans Sumatera Agung The purpose of this research is to reveal whether there is any influence of brand image towards customer loyalty. Furthermore, this research will also help the other company and researchers to know and get more knowledge about this field. Branding is considered as one of the major factor to ensure the survivability of company. Therefore, company needs to put more attention toward its brand image because customer will be more favorable toward the company that has good brand image which it will affect the customer loyalty. This research use quantitative research design and IBM SPSS Statistics 25 application. Data used in this research are primary data and secondary data. Data analysis methods used in this research include descriptive statistics, validity test, reliability test, normality test, coefficient of correlation, coefficient of determination, linear regression analysis and Z Test. The result of the research is based on Z test, the result of which shows that Z count (5.14) > Z table (1.96). So, the conclusion of this research shows that the brand image has an influence towards customer loyalty. The result of the research based on coefficient of correlation test shows that there is a strong and positive relationship between brand image and customer loyalty at Suzuki Jl. Adam Malik Medan. Some of the recommendations that prepared by the writer for the company would be suggested to the Suzuki’s manufacturer to improve its exterior design, maintain and improve the product and service quality, etc. In conclusion, after the analysis and research on the company, it has been proven that brand image has an influence towards customer loyalty at Suzuki Jl. Adam Malik, Medan.

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