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Since Indonesian government deregulate lubricants monopoly through Keppres No 21 in 2001, there has been a rise in lubricant industry climate. Lubricant producers need to benefit owners and managers of automotive repair station as the decision makers and personal reference to recommends their products to clients. Lubricant producers also needs to finds out what caused repair station managers became loyal and willing to recommend their products to his clients. In business market, company reputation has a strong influence on buying decision which may differ from the influence of brand's image. This paper investigate these differences by testing hypotheses about the influence of brand's image and company reputation on customer's perceptions of product and service quality, customer value and customer loyalty in lubricant business market. The object's of this study are 105 of automotive repair station managers. The result indicate that company reputation have influence on the customer's perception of product and service quality and customer loyalty since brand image doesn't have influence on the customer's perception of product and service quality and customer loyalty. Based on the result, the appropriate marketing strategic for lubricant's producer is to be focus on the establishment of company reputation.

Since Indonesian government deregulate lubricants monopoly through Keppres No 21 in 2001, there has been a rise in lubricant industry climate. Lubricant producers need to benefit owners and managers of automotive repair station as the decision makers and personal reference to recommends their products to clients. Lubricant producers also needs to finds out what caused repair station managers became loyal and willing to recommend their products to his clients. In business market, company reputation has a strong influence on buying decision which may differ from the influence of brand's image. This paper investigate these differences by testing hypotheses about the influence of brand's image and company reputation on customer's perceptions of product and service quality, customer value and customer loyalty in lubricant business market. The object's of this study are 105 of automotive repair station managers. The result indicate that company reputation have influence on the customer's perception of product and service quality and customer loyalty since brand image doesn't have influence on the customer's perception of product and service quality and customer loyalty. Based on the result, the appropriate marketing strategic for lubricant's producer is to be focus on the establishment of company reputation.