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

Research output: Contribution to journalArticlepeer-review


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.

Original languageEnglish
Pages (from-to)1098-1105
Number of pages8
JournalInternational Journal of Innovation, Creativity and Change
Issue number3
Publication statusPublished - Aug 2019


  • Brand image
  • Customer loyalty
  • Pawnshop
  • Regression


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