THE EFFECT OF PRODUCT QUALITY AND IPHONE ADVERTISING ON LOYALTY BRAND ON CONSUMERS IN MANADO
Keywords:
Product quality, Advertisement, brand loyaltyAbstract
Technological advancement has driven changes in consumer behavior, particularly in choosing
smartphones as part of a lifestyle. The iPhone, as a premium product from Apple, stands out due to its
product quality and marketing strategy through emotional and aesthetic advertising. This study aims to
analyze the influence of product quality and advertising on iPhone brand loyalty in the city of Manado.
Data was collected through questionnaires distributed to 100 respondents. Statistical tests show that
both partially and simultaneously, product quality and advertising have a significant influence on brand
loyalty. The coefficient of determination indicates an influence of 77.1%. These findings contribute
theoretically and practically to understanding consumer behavior in the local premium market.
References
Belch, G. E., & Belch, M. A. 2021.
Advertising and Promotion: An
Integrated Marketing
Communications Perspective.
McGraw-Hill Education.
Christovel Yosua Suwu, Altje L. Tumbel,
Ferdy Roring. 2024. Pengaruh Daya
Tarik Iklan Dan Citra Merek
Terhadap Keputusan Pembelian
Iphone (Studi Kasus Pada Apple
Store Manado Town Square). Jurnal
EMBA Vol. 12 No. 01 Januari 2024,
Hal. 781-790
Kotler, P., & Keller, K. L. 2016. Marketing
Management (15th ed.). Pearson
Education.
Oliver, R. L. 1999. Whence Consumer
Loyalty? Journal of Marketing,
(Special Issue), 33-44
Suci Rahmadhan, Fitri Ayu Nofirda,
Sulistyandari. 2022. Pengaruh
Kualitas Produk, Citra Merek Dan
Kepercayaan Merek Terhadap
Loyalitas Merek Dengan Kepuasan
Pelanggan Sebagai Mediasi (Studi
Pada Merek Apple).
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Malkiano Winokan
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
