IJEBMR
ISSN: 2456-7760

Title:
BRAND IMAGE IS NOT POWERFUL BUT STILL DEMANDED BY MANY CONSUMERS

Authors:
Yasid Yasid, Fatih Setia Utami, Indonesia

Abstract:
This paper discusses the results of a study on the relationship between customer satisfaction, brand image, and trust on consumer loyalty. Respondents from this study were 100 Go-Jerk customers (the largest new mode of application-based transportation at smart phones) in Yogyakarta, Indonesia. Recreational analysis revealed that consumer satisfaction, brand image and trust significantly affected customer loyalty. But among the three independent variables, the brand image contributes the least influence to customer loyalty. Because the brand image has a very important issue in marketing construct, the discussion in this paper is more emphasized on the role and how the company should build and manage its brand image so as to win the competition.

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