| dc.description.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. | en_US |
