The Role of Brand Image and Word of Mouth in Increasing Consumer Loyalty at FSTWORKS Workshops
DOI:
https://doi.org/10.31603/conference.17309Kata Kunci:
brand image, word of mouth, consumer loyalty, automotive workshopAbstrak
This study aims to analyze the role of brand image and word of mouth (WOM) in enhancing consumer loyalty at FSTWORKS Workshop, an automotive service provider specializing in vehicle modification and maintenance. A descriptive qualitative approach was employed to gain an in-depth understanding of how brand image is developed, perceived, and influences customer loyalty. The study involved eight informants selected through purposive sampling, consisting of four internal participants (the owner and mechanics) and four customers who had used FSTWORKS services for two to four years. Data were collected through in-depth interviews, observations, and documentation and analyzed using the interactive model of Miles, Huberman, and Saldana, including data reduction, data display, and conclusion drawing. Data credibility was ensured through source, technique, and time triangulation. The findings reveal that FSTWORKS’ brand image is built through consistent service quality, mechanic professionalism, technical expertise, transparency, effective communication, and the utilization of social media as both an educational and promotional platform. These strengths, uniqueness, and advantages foster customer trust and satisfaction, leading to repeat visits and long-term commitment. Furthermore, WOM emerges naturally from positive customer experiences, reflected in customers’ willingness to discuss, promote, and recommend FSTWORKS to friends, family, and automotive communities. The study indicates that a strong brand image serves as a catalyst for positive WOM, while WOM reinforces reputation and customer loyalty. Managerially, the findings suggest that FSTWORKS should continuously maintain service quality, professionalism, and transparency while enhancing customer facilities and strengthening digital educational content. By effectively managing customer experiences and encouraging positive WOM, the company can sustain customer loyalty, attract new customers, and strengthen its competitive position in the automotive service industry.
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