PENGARUH KECINTAAN MEREK, KOMITMEN MEREK, KEPERCAYAAN MEREK TERHADAP LOYALITAS PENGGUNA PRODUK IPHONE DI KOTA MADIUN

Fajar Yudha Bhakti Prasetya, Apriyanti Apriyanti

Abstract


Perkembangan teknologi dan informasi telah mengalami kemajuan yang pesat, terutama dalam hal ponsel pintar. Penggunaan ponsel pintar di Indonesia diprediksi terus meningkat seiring dengan peningkatan ketersediaan dan harga yang lebih terjangkau. Metode yang digunakan dalam penelitian ini adalah kuantitatif. Data dihitung dengan menggunakan uji regresi linier berganda, dimana sampel berjumlah 384 responden yang merupakan pengguna setia iPhone di kota Madiun. Hasil penelitian ini yaitu; (1) Kecintaan merek berpengaruh terhadap loyalitas pengguna iPhone di Kota Madiun. Artinya semakin meningkat kecintaan merek pada iPhone maka akan meningkatkan loyalitas pengguna dan pembelinya; (2) Komitmen merek berpengaruh terhadap loyalitas pengguna iPhone di Kota Madiun. Artinya semakin baik komitmen merek iPhone maka akan meningkatkan loyalitas penggunanya; (3) Kepercayaan merek berpengaruh terhadap loyalitas pengguna iPhone di Kota Madiun. Artinya semakin baik kepercayaan merek iPhone maka akan meningkatkan loyalitas penggunanya; dan (4) Kecintaan merek, komitmen merek, dan kepercayaan merek berpengaruh secara simultan terhadap loyalitas pengguna iPhone di Kota Madiun. Kecintaan merek dapat memperkuat loyalitas pengguna Iphone dalam memakainya. Kemudian komitmen merek yang diberikan akan memberikan pengaruh yang baik terhadap loyalitas pengguna iPhone dan kepercayaan merek yang diberikan memberikan keyakinan yang dapat meningkatkan loyalitas pengguna iPhone di Kota Madiun.

 

Kata kunci: Kecintaan Merk, Komitmen Merk, Kepercayaan Merk, Loyalitas Merk, iphone.

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