THE INFLUENCE OF BRAND IMAGE, BRAND IDENTITY, BRAND PREFERENCE AND CONSUMER TRUST, ON INTEREST TO REPURCHASE THE TOYOTA BRAND IN BATAM

Abstract

The purpose of this study was to determine and analyze the effect of brand image (X1), brand identity (X2), consumer trust (X3), and brand preferences (X4) on repurchase interest (Y) for Toyota in Batam. The research method used is quantitative method and the data analysis method  used is multiple linear regression analysis with the help of SPSS 25.0 program. The population in this study are Toyota customers in Batam. By using the Slovin formula, a sample of 100 consumers was obtained. The results of hypothesis testing indicate that brand image has a significant effect on consumers' repurchase interest, brand identity does not have a significant effect on consumers' repurchase interest, and consumer trust does not have a significant effect on consumers' repurchase interest and Brand Preference has a significant effect on Consumer Repurchase Interest. Based on the multiple linear regression statistical test, the coefficient of determination (R2) is 0.657, meaning that 66% of the variables of brand image, brand identity, consumer trust, and brand preference, have an effect on Consumer Repurchase Interest.