The Influence of Brand Equity Elements towards Value Retention Percentage (A Case Study of Daihatsu Xenia versus Toyota Avanza in Jakarta

This thesis investigates the influence of brand equity elements towards value retention percentage in the context Daihatsu Xenia and Toyota Avanza. This research is done in order to solve the disparity problem between the resale value of Daihatsu Xenia and Toyota Avanza which is believed to cause disparity in sales volumes between them. Brand equity elements concept used in this research is based on that of Aaker (1991) which consists of brand awareness, brand associations, perceived quality and brand loyalty. Questionnaire survey was employed as the mean for data gathering and purposive judgment is used as the sampling method. The data is based on 106 respondents who are selected due to their fit towards the characteristics of Daihatsu Xenia and Toyota Avanza potential customers. The causality study in this researchisconductedbyusing multiple regression as the analytical method. The analysis points out that brand equity elements, as a unity, do affect value retention percentage. However, only brand associations and perceived quality are proven to be statistically significant in influencing value retention percentage. The regression model indicates that Daihatsu Xenia and Toyota Avanza brand equity elements can explain 46.2% variability in their respective value retention percentage