The Effect of Consumer Value and Brand Identification Toward Brand Loyalty: A Study Case of Iphone Users in Surakarta

Inggaris, Tiara Atika and , Ihwan Susila, SE., M.Si., Ph.D (2020) The Effect of Consumer Value and Brand Identification Toward Brand Loyalty: A Study Case of Iphone Users in Surakarta. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Abstrak Tujuan dari penelitian ini adalah untuk menguji dampak dari nilai konsumen dalam perspektif nilai fungsional, nilai emosional, nilai sosial, dan pendekatan identifikasi merek pada loyalitas merek. Dalam penelitian ini, teknik pengambilan sampel yang digunakan adalah teknik purposive dengan total sampel sebanyak 123 masyarakat yang berlokasi di Indonesia, yang saat ini sedang memiliki iPhone sebagai Smartphone mereka saat ini. Regresi berganda adalah analisis model yang digunakan dalam penelitian ini untuk mengidentifikasi dampak dari nilai fungsional, nilai emosional, nilai sosial, dan identifikasi merek terhadap loyalitas merek. Hasil penelitian mengungkapkan bahwa masing-masing variabel independen memiliki pengaruh signifikan terhadap loyalitas merek. Hasil penelitian ini dibuktikan dengan uji F dengan nilai signifikansi sebesar 0.000. Kata Kunci: Nilai Konsumen, Identifikasi Merek, Loyalitas Merek, iPhone. Abstract The purpose of this study is to examine the impact of consumer value in the perspectives of functional value, emotional value, and social value, and brand identification approach on brand loyalty, focusing on the users of Smartphone iPhone by Apple. Additionally, in this research, the used sampling technique was purposive technique with a total of 123 sample of people living in Indonesia who have an iPhone as their current smartphone. Multiple regression and multiple tests were used in this study as the model analysis to identify the impact of functional value, emotional value, social value, and brand identification towards brand loyalty. The results revealed that each of the independent variable has a significant influence on brand loyalty. This outcome is proven by the F test with a value of significance of 0.000. Keywords: Consumer Value, Brand Identification, Brand Loyalty, iPhone.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Consumer Value, Brand Identification, Brand Loyalty, iPhone
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	TIARA ATIKA INGGARIS
Date Deposited:	28 Feb 2020 04:07
Last Modified:	28 Feb 2020 04:07
URI:	http://eprints.ums.ac.id/id/eprint/82187

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