The effect ff brand image on customer loyalty of the 'rahn' product

Financial institutions such as pawnshops are present in Gresik district, Indonesia. In order to have high customer loyalty, an institution should maintain their image. Thus, the aim of this study is to examine how brand image affects customer loyalty at PT. Pegadaian Syariah Sembayat Branch. The components forming brand image are brand strength, brand advantage, and brand uniqueness. Multiple regression analysis is applied to this study. The findings stated that brand advantage is the only component which significantly affects customer loyalty. Furthermore, the influence of brand advantage on customer loyalty is positive.