PENGARUH BRAND PERSONALITY, BRAND EXPERIENCE, DAN SELF-BRAND CONNECTION PADA BRAND LOYALTY PENGGUNA IPhone
Abstract
Tujuan dari penelitian ini adalah untuk mengidentifikasi hubungan antara Brand Personality, Brand Experience, serta Self-Brand Connection pada Brand Loyalty suatu merek. Penelitian ini dilakukan pada pengguna gawai merek iPhone, dengan jumlah 200 responden yang terdiri atas 113 laki-laki dan 59 perempuan. Instrumen yang digunakan untuk pengumpulan data adalah kuesioner, yang terdiri atas 66 Indikator. Pengujian terhadap kuesioner dilakukan dengan uji validitas dan reliabilitas, dan alat yang digunakan untuk menganalisis data adalah PLS-SEM dengan program SmartPLS 3.2.4. Hasil temuan mengungkapkan bahwa ada hubungan antara Brand Personality terhadap Brand Experience pengguna handphone merek Iphone, Ada hubungan antara Brand Personality terhadap Self-Brand Connection pada pengguna handphone merek Iphone, Ada hubungan antara Brand Experience terhadap Self-Brand Connection pada pengguna handphone merek Iphone, Ada hubungan antara Self-Brand Connection terhadap Brand Loyalty pada pengguna handphone merek Iphone, Ada hubungan antara Brand Personality terhadap Brand Loyalty pada pengguna handphone merek Iphone, Ada hubungan antara Brand Experience terhadap Brand Loyalty pada pengguna handphone merek Iphone.
Kata kunci: kualitas situ, kepercayaan, loyalitas.
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DOI: http://dx.doi.org/10.48042/jurakunman.v13i2.55
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