The determinant of brand heritage: factors that influencing proton user to repurchase of proton’s car in Malaysia / Fatin Ayuni Faizul and Nurul Shahadah Samsularip

This research is conduct to carry out “THE DETERMINANT OF BRAND HERITAGE: FACTORS THAT INFLUENCING PROTON USER TO REPURCHASE OF PROTON’S CAR IN MALAYSIA”. The main objective is to determine the factor that affects the PROTON existing customers to repurchase of PROTON automobile while the additional objective to determine the factor that has the most significant influence that makes PROTON existing customer to repurchase of Proton automobile. Besides, it consists of three factors that are brand heritage, perceived product quality and brand loyalty. The data for this research was to obtained from survey through questionnaire done to 150 of randomly respondents selected and was analysed statistical Packages analysed all data collected through question systematically for Social Science (SPSS). The conclusion for this study was the outcome from the data analysis and findings. Through the research, it shows based on correlation and descriptive statistic, a clear finding and result observed. The finding in this research hopefully will be of interest to Proton user of Malaysia especially from Royal Custom WPKL workers more willing to repurchase in Proton car.