Logo

BRAND EXPERIENCE, BRAND COMMITMENT, DAN BRAND LOYALTY PENGGUNA APPLE IPHONE DI SURABAYA

Semuel, Hatane and PUTRA, REYNALDI SUSANTO (2018) BRAND EXPERIENCE, BRAND COMMITMENT, DAN BRAND LOYALTY PENGGUNA APPLE IPHONE DI SURABAYA. Jurnal Manajemen Pemasaran, Vol. 1 (No. 2). pp. 69-76. ISSN 1907-235X e-ISSN 2597-615X

[img] PDF
Download (351Kb)

    Abstract

    The development of technology in the era of globalization more rapidly, that causing high competition between companies. Smartphone companies generally strive to maintain survival, gain optimal profit and strengthen the brand in the minds of consumers. To achieve these objectives then the products produced company must be useful, quality and innovative. This research objective to analyze the impact of brand experience � commitment to brand loyalty to Apple IPhone users in Surabaya. This study was carried out by distributing questionnaires to 100 respondents on Apple IPhone users in Surabaya. This type of research uses descriptive causal using data management from SPSS and SmartPLS. The results of this study indicate that the direct influence of brand experience on brand loyalty has no significant effect, while indirect influence on brand experience on brand loyalty through affective commitment has a significant influence

    Item Type: Article
    Uncontrolled Keywords: Brand experience, brand commitment, brand loyalty
    Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
    Divisions: Graduate Program > Economic Management
    Depositing User: Admin
    Date Deposited: 31 Oct 2018 18:36
    Last Modified: 19 Mar 2019 15:51
    URI: http://repository.petra.ac.id/id/eprint/18202

    Actions (login required)

    View Item