Pengaruh Consumer Value dan Brand Identification terhadap Brand Loyalty pengguna iPhone pada mahasiswa Program Studi Manajemen Universitas Kristen Petra

Andrew Hans

Abstract


Penelitian ini bertujuan untuk menganalisa pengaruh dari tiga nilai penting yang erat kaitannya dengan value yang dibawa oleh customer (consumer value), yaitu nilai fungsional (functional value), nilai emosional (emotional value), dan nilai sosial (social value), dan identifikasi merek (brand identification) terhadap loyalitas merek (Brand Loyalty). Penelitian ini bersifat konklusif dan di klasifikasikan dalam jenis riset kausal dengan menggunakan pendekatan kuantitatif. Data dikumpulkan melalui online survey dengan metode non-probability jenis convenience sampling menggunakan instrumen kuesioner dengan respon yang dapat digunakan dari 105 responden. Responden adalah konsumen yang menggunakan iPhone pada mahasiswa program studi manajemen Universitas Kristen Petra. Data di olah menggunakan pendekatan persamaan model structural dengan Teknik Partial Least Square. Analisis data menjukan bukti kuat untuk mendukung keseluruan hipotesa penelitian.


Keywords


customer value; functional value; emotional value; social value; brand identification; brand loyalty

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References


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