THE INFLUENCE OF BRAND IDENTITY TOWARDS BRAND LOYALTY AND  RESILIENCE TO NEGATIVE INFORMATION ON HONDA IN JAKARTA

ALEXANDER PRIMA UTOMO; KLEMENS WEDANAJI  PRASASTYO

doi:10.34208/ejmtsm.v4i2.2564

THE INFLUENCE OF BRAND IDENTITY TOWARDS BRAND LOYALTY AND RESILIENCE TO NEGATIVE INFORMATION ON HONDA IN JAKARTA

Authors

ALEXANDER PRIMA UTOMO Trisakti School of Management
KLEMENS WEDANAJI PRASASTYO Sekolah Tinggi Ilmu Ekonomi Trisakti

DOI:

https://doi.org/10.34208/ejmtsm.v4i2.2564

Keywords:

brand attractiviness, Brand Distinctiveness, Brand Identity, Brand Loyalty, Brand Prestige, Resilience to Negative Information

Abstract

This research aims to determine the influence of service quality, price and restaurant environment variables on customer loyalty through customer satisfaction variables. The object of this research is the China restaurant "Din Tai Fung" in DKI Jakarta. Sample identification was carried out using a purposive sampling met by determining nine sampling criteria, so that a total of 274 respondents were obtained with 257 data responden who met the criteria and could be used as research samples. This research uses a multivariate analysis model test the influence of each variable. The research results show that the variables of service quality, price a restaurant environment influence variations in customer loyalty through variations in customer satisfaction.

Published

2024-06-30

How to Cite

UTOMO, ALEXANDER PRIMA, and KLEMENS WEDANAJI PRASASTYO. 2024. “THE INFLUENCE OF BRAND IDENTITY TOWARDS BRAND LOYALTY AND RESILIENCE TO NEGATIVE INFORMATION ON HONDA IN JAKARTA ”. E-Jurnal Manajemen Trisakti School of Management (TSM) 4 (2):265-78. https://doi.org/10.34208/ejmtsm.v4i2.2564.