Abstract
Daihatsu Motor Co., Ltd. is the oldest Japanese car company known for its small car products or more agreed. The number of Daihatsu car consumers is quite a lot, in making purchases. This study aims to analyze the effect of brand identity and brand image on customer loyalty. This type of research uses a quantitative approach. Data collection uses interviews, observation, and questionnaire distribution. Using the nonprobability method with a purposive sampling approach. The population of this research is Daihatsu car consumers with a sample of 60 respondents. The analytical method used is SPSS v.20. Based on the results of this study concluded that brand identity and brand image have a significant effect on customer loyalty.
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