Aris, Christie Putri and Mbouw, Esa Theodore (2020) A Study of Brand Association; Service Quality; Brand Awareness; Brand Loyalty; Towards Luxury Cars. Case Study of Prestige Image Motorcars Consumer. Bachelor thesis, Swiss German University.

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Abstract

People consume luxury goods as a symbol of individual, social identity, to gain approval in social situations, and to maintain relationships especially in Asian culture. Prestige luxury car sales are continuously decreasing since various tax adjustment on 2014, and it caused the sales to drop from the average of 19 units sold per month into average 5 unit sold per month (Tolok, 2019). Even after importing Tesla on July 2019, and a huge amount for marketing expenditures and costly private events such as touring, racing events, gala dinners, making luxury car community, even investing on digital marketing such as having their own app, use Instagram sponsorships. The sales growth of luxury car doesn’t seems good compared to TDA Luxury Toys that can sell 10-20 units sold per month (Tempo.com, 2019). Considering the number of Indonesian billionaires and luxury car enthusiast in Indonesia is massive. There are still huge opportunities for car dealers. The findings revealed that Brand Loyalty is the most significant variable that affect customer to repurchase a supercar, followed by Brand Association, Brand Awareness, and Service Quality. These findings provided implications for management and recommendations for future studies.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Brand Equity; Luxury Car; Repurchase Intention
Subjects:	H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business H Social Sciences > HF Commerce > HF5823 Branding (Marketing)
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Faisal Ifzaldi
Date Deposited:	02 Nov 2020 14:06
Last Modified:	02 Nov 2020 14:06
URI:	http://repository.sgu.ac.id/id/eprint/1860

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