The Influence of Brand Experience , Brand Image and Brand Satisfaction on Iphone Smartphone Brand Loyalty in Pekanbaru

Nilfa Yani Audila H; Ikhbal Akhmad; Hammam Zaki; Wan Laura Hardilawati; Fitri Ayu Nofirda

doi:10.30596/miceb.v1i0.474

The Influence of Brand Experience , Brand Image and Brand Satisfaction on Iphone Smartphone Brand Loyalty in Pekanbaru

Nilfa Yani Audila H, Ikhbal Akhmad, Hammam Zaki, Wan Laura Hardilawati, Fitri Ayu Nofirda

Abstract

This research was conducted to determine the influence of brand experience , brand image and brand satisfaction on brand loyalty of iPhone smartphones in Pekanbaru. Respondents in this study totaled 120 respondents. This research uses quantitative methods and data testing using validity tests, reliability tests, classical assumption tests, multiple linear regression tests, hypothesis tests and determination tests (R2). Based on respondents' answers, the results of this research show that brand experience has a positive influence on brand loyalty , brand image has a positive influence on brand loyalty , brand satisfaction has a positive influence on brand loyalty . The results of testing the coefficient of determination (R2) show a value (Adjusted R square) of 0.542. It can be concluded that the influence of the variables brand experience (X1), brand image (X2), and brand satisfaction (X3) on brand loyalty (Y) is 54.2%, while 45.8% is influenced by other variables and is not included in this study.

Keywords

Brand experience, brand image, brand satisfaction, brand loyalty

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