Pengaruh Citra Merek dan Kualitas Produk terhadap Loyalitas Merek Pengguna iPhone

Abstract

The times have brought developments in technology and communication which have caused competition in the industrial world to become increasingly widespread. One of the developments in communication technology is smartphones. The use of smartphones as a tool for work and study makes smartphone companies compete to create superior products. A product will be seen by the public if it has a good brand image. Apart from that, product quality can also be a reference for seeing a superior product. Through brand image and product quality, it can attract consumers who are loyal to a brand. The purpose of this research was to see the influence of Brand Image and Product Quality on Brand Loyalty of iPhone users. This research used quantitative methods with a sample of 351 people. The data collection method uses a Likert scale with multiple linear regression data analysis methods with the F test and t test. The research results show the calculated F value is 455,743 > 3,725 (F table). Which means that brand image and product quality influence brand loyalty. The brand image variable obtained a t value of 6,680 > 1,967 (t table), meaning that there is an influence of brand image on brand loyalty. The product quality variable obtained a calculated t value of 7,968 > 1,967 (t table), meaning that there is an influence of product quality on brand loyalty.