THE INFLUENCE OF BRAND IDENTITY THROUGH BRAND ATTRACTIVENESS ON BRAND LOYALTY AND RESILIENCE TO NEGATIVE INFORMATION FOR USERS OF HONDA MOTORCYCLES IN JAKARTA
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Date
2024-03-13
Authors
UTOMO, ALEXANDER PRIMA
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Publisher
Sekolah Tinggi Ilmu Ekonomi Trisakti
Abstract
The aim of this research is to determine the influence of brand prestige and brand distinctiveness through brand attractiveness on brand loyalty and resistance to negative information on Honda brand motorbike users in DKI Jakarta, using primary and secondary data obtained using the results of distributing questionnaires with 5 scales like online.
The sampling method uses a non-probability sampling method with purposive sampling technique. In this study, data was obtained based on the results of data processing obtained by 292 respondents collected through an online questionnaire. Respondents are owners, buyers and users of Honda brand motorbikes, Genio, Vario, Beat and Scoopy who know negative information about the Honda eSaf frame in DKI Jakarta. The data analysis method used to process the data is the Structural Equation Model using WarpPLS 7.0 software.
The results of this research show that brand prestige has a negative and significant effect on brand attractiveness. Meanwhile, brand distinctiveness has a positive and significant effect on brand attractiveness, and brand attractiveness has a positive and significant effect on brand loyalty and resistance to negative information, while brand loyalty has a positive and significant effect on resistance to negative information