Pengaruh brand identification dan brand image terhadap brand love dan brand loyalty pada pengguna produk smartphone iphone di Samarinda

Aulia Fitriani, Gusti Nnoorlitaria Achmad

Abstract


Penelitian ini bertujuan untuk menganalisa dan menjelaskan Pengaruh Brand Identification dan Brand Image Terhadap Brand Love dan Brand Loyalty Pada Pengguna Produk Smartphone Iphone Di Samarinda. Populasi dalam pelitian ini mengguna produk smartphone iphone lebih dari 1x. Teknik pemilihan sampel menggunakan nonprobability Sampling  dengan metode Purposive Sampling dengan jumlah sampel sebanyak 100 orang. Teknik pengumpulan data menggunakan Kuesioner. Analisis dilakukan dengan menggunakan Partial Least Square (PLS) dengan Aplikasi SmartPLS versi 3.8.9 dan menggunakan SPSS Versi 25 untuk menguji validitas dan reliabilitas responden. Hasil penelitian ini menujukan bahwa pengaruh Brand Identification berpengaruh positif dan signifikan terhada Brand Love; pengaruh Brand Image berpengaruh positif dan signifikan terhada Brand Love; pengaruh Brand Identification berpengaruh positif tetapi tidak signifikan terhada Brand Loyalty; pengaruh Image berpengaruh positif tetapi tidak signifikan terhada Brand Loyalty; pengaruh Brand Love berpengaruh positif dan signifikan terhada Brand Loyalty.

Keywords


Brand identification; brand image; brand love; brand loyalty

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DOI: https://doi.org/10.30872/jimm.v8i1.9771

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