PENGARUH PENGALAMAN MEREK TERHADAP LOYALITAS MEREK IPHONE (STUDI KUANTITATIF PADA OWNER GERAI SELULER DI GERAI SELULER PLAZA SINGOSAREN SOLO)

Abhinawa Fajputra Sumaryanto, NIM.: 16730080 (2023) PENGARUH PENGALAMAN MEREK TERHADAP LOYALITAS MEREK IPHONE (STUDI KUANTITATIF PADA OWNER GERAI SELULER DI GERAI SELULER PLAZA SINGOSAREN SOLO). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The development of Smartphones today is happening very quickly as it is driven by the development of technology and information which is also happening very quickly. Over time, consumers act irrationally and consumers often focus emotionally such as attraction to luxury goods, good feelings and getting recognition. Many people today do not care about rational reasons such as considering the price of an item as long as the ability of the item can support the needs of the community itself, such as iPhone products that are very popular in the market accompanied by high prices. This research uses quantitative research methods. To describe the formulation of the problems in this study, researchers used the Theory of Reasoned Action (TRA) theory which took research data from 100 respondents who were visitors to the Electronic Center Plaza Singosaren Surakarta and users of iPhone products. The results of this study reveal that brand experience is very influential on the brand loyalty of iPhone users at the Matahari Singosaren Surakarta Electronics Center. researchers can draw the conclusion that the independent variable x Brand Experience has a contribution effect of 64.6% on variable Y while the remaining 35.4% is influenced by other factors.

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