Build Brand Image to Increase Customer Loyalty

The tight competition for new car sales has made automotive companies rely on the after-sales business as an additional source of revenue.For after-sales income to survive or increase, customer loyalty is needed as a user of after-sales business services.This study aims to use a statistical method to determine how brand image influences consumer loyalty.Data was gathered using a questionnaire and examined to assess the impact of variables.The Auto2000 workshop customer in West Sumatra Province from 2019 to 2021, with a Toyota and Daihatsu collaboration car type, is the subject of this study.Purposive sampling techniques were performed on 254 samples.The approach used for analysis is regression analysis.The majority of clients (74%), the majority of them were between the ages of 31 and 40 (44.1%), according to the findings.The highest consumer income in the range of 10 million and below (89.9%), with the most domicile, is Padang City (51.6%).The most serviced cars are Avanza/Veloz (59.4%).SmartPLS, version 3.2.9, is the software application used for data analysis.As a result, it can be said that customer loyalty is significantly influenced by brand image.Boosting the company's brand image will increase customer loyalty, which in turn will increase the after-sale business and the company's income.The car industry stands to benefit much from this study, particularly in the after-sale sector.