THE INFLUENCE OF BRAND IMAGE AND PROMOTION TOWARD BRAND LOYALTY OF INDRIVER MANADO

Abstract

The main problem is regarding the brand loyalty that may be affected by the brand image and also promotion, in this particular case the online transportation industry which rapidly increase nowadays. Business relies heavily brand image and promotion in order to achieved brand loyalty, the way of customer’s decides a certain product and also the status quo of a new business trying to penetrate toward the market within the city is a phenomenon in its own way. The purpose of this study is to see the influence of brand image and promotion toward brand loyalty of InDriver Manado. This study is a quantitative study and uses a multiple linear regression method. The findings of this study shows that the independent variables which are Brand Image and Promotion simultaneously and partially affect the Brand Loyalty on Indriver. Based on the result, the researcher provided several recommendations which are: the company can do marketing campaign in order to do over-exposure toward the Indriver as a brand and to do benchmark with other competitors and do implementation of unique type of promotions.

Keywords: brand image, promotion, brand loyalty