The Role of Brand Image in Automotive Repurchase Decisions: Mitsubishi Srikandi Diamond Motors Sunter
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Abstract
This study was motivated by the decline in sales at Mitsubishi Srikandi Diamond Motors Sunter during 2024-2025, despite Mitsubishi maintaining a strong position in the national automotive industry. This study aims to describe Brand Image and Repurchase Decision and to analyze the effect of Brand Image on the Repurchase Decision of Mitsubishi Srikandi Diamond Motors Sunter consumers. A quantitative method with a descriptive-verificative approach was employed. The sample comprised 304 respondents drawn from a population of 1,271 consumers and was determined using the Slovin formula with a 5% margin of error. Data were collected through questionnaires and analyzed using descriptive statistics and simple linear regression with IBM SPSS Statistics 27. The results show that Brand Image and Repurchase Decision are both in the high category. Brand Image has a positive and significant effect on Repurchase Decision, with a t-value of 26.326, a significance level below 0.001, and a coefficient of determination of 0.696. This means that Brand Image explains 69.6% of the variation in Repurchase Decision, while the remaining 30.4% is influenced by factors outside this study. These findings emphasize the importance of strengthening brand associations to retain consumers in the automotive industry.
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