PERANAN CITRA MEREK, KUALITAS PRODUK, DAN KEPUASAN KONSUMEN PADA LOYALITAS KONSUMEN SMARTPHONE MEREK APPLE

Authors

  • Ferro Satria Tanzil Maranatha Christian University
  • Allen Kristiawan Universitas Kristen Maranatha

DOI:

https://doi.org/10.35794/jmbi.v10i2.48854

Abstract

The advancement of technology has greatly progressed in the current global era. There are numerous brands on the market such as Apple, Samsung, Oppo, and others. The use of Apple products in Indonesia itself is highly favored by the public due to the brand's reputation, quality, and satisfaction, leading to customer loyalty. The objective of this research is to test and analyze the role of brand image, product quality, and customer satisfaction in customer loyalty. The research method employed in this study is purposive sampling, where questionnaires were distributed to 200 respondents. The sample consists of individuals who use Apple smartphones. After collecting the data, validity tests and  reliability tests, as well as classical assumption test multicollinearity and heteroscedasticity and multiple linear regression tests will be conducted. The results of the tests indicate a positive impact of brand image, product quality and customer satisfaction on customer loyalty.

Author Biographies

Ferro Satria Tanzil, Maranatha Christian University

Program Studi Manajemen, Fakultas Bisnis

Allen Kristiawan, Universitas Kristen Maranatha

Fakultas Bisnis Manajemen

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Published

2023-07-30

How to Cite

Tanzil, F. S., & Kristiawan, A. (2023). PERANAN CITRA MEREK, KUALITAS PRODUK, DAN KEPUASAN KONSUMEN PADA LOYALITAS KONSUMEN SMARTPHONE MEREK APPLE. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi)., 10(2), 1215–1224. https://doi.org/10.35794/jmbi.v10i2.48854

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