PENGARUH BRAND SATISFACTION, BRAND TRUST, UTILITARIAN VALUE DAN HEDONIC VALUE TERHADAP BRAND LOYALTY PENGGUNA SMARTPHONE IPHONE DI KOTA PALEMBANG

., Jevon (2018) PENGARUH BRAND SATISFACTION, BRAND TRUST, UTILITARIAN VALUE DAN HEDONIC VALUE TERHADAP BRAND LOYALTY PENGGUNA SMARTPHONE IPHONE DI KOTA PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

ABSTRACT

This study aims to examine the influence of Brand Satisfaction, Brand
Trust, Utilitarian Value and Hedonic Value on Brand Loyalty of iPhone
smartphone users in Palembang city. The sample used in this research is 100
people in Palembang City by using Non-Probability Sampling method. Hypothesis
testing usingMultiple Regression Analysis using SPSS 24.0 program. The results
of this test states that 1) Brand Satisfaction has a positive but insignificant impact
on Brand Loyalty, 2) Brand Trust has a positive and significant impact on Brand
Loyalty, 3) Utilitarian Value has a positive but insignificant effect on Brand
Loyalty, 4 ) Hedonic Value has a positive but not significant effect on Brand
Loyalty, 5) Simultaneously the dependent variable has a positive and significant
influence on the independent variable. Based on adjusted R square value of 0.430
or 43%. This means that 43% of Brand Loyalty variables of Iphone users can be
explained by Brand Satisfaction, Brand Trust, Utilitarian Value and Hedonic
Value variables. While the remaining 57%, Brand Loyalty variable can be
explained by other variables that are not researched in this research.

Keywords : Brand Satisfaction, Brand Trust, Utiliatrian Value, Hedonic Value and Brand Loyalty

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Brand Satisfaction ; Brand Trust ; Utiliatrian Value ; Hedonic Value ; Brand Loyalty
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Theses - S1 > Management Study Program
Depositing User: Margareta Tri Oktaviyani
Date Deposited: 22 Jun 2023 02:32
Last Modified: 22 Jun 2023 02:35
URI: https://eprints.ukmc.ac.id/id/eprint/10292

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