PENGARUH BRAND IMAGE, POINT OF DIFFERENT, DAN POINT OF PARITY TERHADAP BRAND LOYALTY iPHONE PADA KONSUMEN DI JAKARTA UTARA
DOI:
https://doi.org/10.32670/fairvalue.v4i4.810Keywords:
brand image, point of different, point of parity, brand loyaltyAbstract
In today’s era, it is very easy to access various information whether from print
media or electronic media. But, consumers would certainly choose to search for
information with easier access media like smartphone. One of the smartphone
brands that used by many is iPhone by Apple Inc. There are many factors that lead
consumers to choose to use iPhone smartphone. At this opportunity, the author
chooses to do research on brand image, point of different, and point of parity
factors on iPhone brand loyalty among consumers in Jakarta Utara. The object of this study is iPhone smartphone. The sample in this study is the people who use
iPhone. The method used for data collecting is by distributing questionnaires
through Google Form to collect 115 respondents. The sampling technique used in
this study is non-probability sampling with judgemental sampling with criteria
consumers who have been using iPhone for the past three months and at least 16
years old. The data analyzing technique that used in this study is multiple
regression by SPSS. This study shows that brand image and point of different have
a positive and significant impact on iPhone brand loyalty while point of parity
doesn’t have a positive and significant impact on iPhone brand loyalty
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