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PENGARUH KECINTAAN MEREK DAN KEPERCAYAAN MEREK TERHADAP LOYALITAS MEREK PADA PRODUK APPLE: STUDI KASUS PADA MAHASISWA UNIVERSITAS SRIWIJAYA

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This study aims to analyze and identify the effect of Brand Love (X1) and Brand Trust (X2) on Brand Loyalty (Y) towards Apple products, focusing on students of Sriwijaya University. The research is motivated by the interesting phenomenon among students as consumers of Apple products, namely the emergence of high brand love and strong loyalty. These factors are considered crucial in achieving Brand Loyalty. This study employed a quantitative approach. The population consisted of all active students of Sriwijaya University who own and use more than one premium Apple product. The required sample size was determined to be approximately 100 students using the Slovin formula and selected through purposive sampling. Data were collected using questionnaires with a Likert Scale ranging from 1 to 10. The results of the data analysis demonstrate that partially, Brand Love (X1) has a positive and significant effect on Brand Loyalty (Y). Likewise, Brand Trust (X2) also has a positive and significant effect on Brand Loyalty (Y). Simultaneously, Brand Love (X1) and Brand Trust (X2) significantly influence Brand Loyalty (Y) towards Apple products among Sriwijaya University students.

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Detail Information

Series Title

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Call Number

T1946952025

Publisher

Indralaya : Prodi Ekonomi Manajemen, Fakultas Ekonomi Universitas Sriwijaya., 2026

Collation

xiii, 112 hlm.; ilus.; tab.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

658.827 07

Content Type

Text

Media Type

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Carrier Type

-

Edition

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Subject(s)

Manajemen merek
Prodi Ekonomi Manajemen

Specific Detail Info

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Statement of Responsibility

TUTI

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