PENGARUH BRAND LOVE, BRAND COMMITMENT, BRAND TRUST, BRAND LOYALTY & LIFESTYLE TERHADAP WILLINGNESS TO PAY PREMIUM PADA PENGGUNA PRODUK IPHONE DI KABUPATEN PONOROGO

Abstract

This study aims to provide empirical evidence of the effect of Brand Love, Brand Commitment, Brand Trust, Brand Loyalty & Lifestyle on Willingness To Pay Premium on iPhone product users in Ponorogo Regency. This study used a quantitative research method with a sample of 385 respondents. The data collection technique for this study used purposive sampling. The data analysis technique of this research uses Multiple Linear Regression analysis using SPSS software. The results of this study indicate that Brand Love, Brand Commitment, Brand Trust, Brand Loyalty & Lifestyle have a positive and significant effect on Willingness To Pay Premium on iPhone users in Ponorogo Regency.

Keywords : Brand Love, Brand Commitment, Brand Trust, Brand Loyalty, Lifestyle, Willingness To Pay Premium