Pengaruh Brand Experience, Brand Love, dan Perceived Value Terhadap Brand Loyalty (Studi Pada Pengguna Iphone)

The Effects Of Brand Experience, Bran Love, And Perceived Value on Brand Loyalty (A Study of Iphone Users)

Penelitian ini bertujuan untuk menganalisis pengaruh Brand experience, Brand love, dan Perceived value terhadap Brand loyalty pada pengguna iPhone di kota Surabaya. Penelitian ini menerapkan metode kuantitatif. Pengumpulan data dilakukan melalui penyebaran kuesioner kepada 200 responden yang merupakan pengguna iPhone dan telah melakukan pembeliaan serta penggunaan perangkat tersebut. Data penelitian dianalisis menggunakan teknik regresi linier berganda dengan bantuan perangkat lunak SPSS. Hasil penelitian menunjukkan seluruh variabel independen memiliki pengaruh positif dan signifikan terhadap Brand Loyalty. Model regresi yang digunakan mampu menjelaskan sebesar 84,3% variasi brand loyalty. Variabel Perceived Value memberikan pengaruh terbesar, kemudian diikuti oleh Brand Experience dan Brand Love.

Kata Kunci: Brand Experience, Brand Love, Perceived Value, Brand Loyalty

This study aims to analyze the influence of brand experience, brand love, and perceived value on brand loyalty among iPhone users in Surabaya. This study employs a quantitative method. Data collection was conducted by distributing questionnaires to 200 respondents who are iPhone users and have purchased and used the device. The research data wa analyzed using multiple linier regression techniques with the assistance of SPSS software. The results show that all independent variables have a positive and significant effect on brand loyalty. The regression model used explains 84.3% of the variation in brand loyalty. The perceived value variable has the greatest influence, followed by vrand experience, and brand love.

Keywords: Brand Experience, Brand Love, Perceived Value, Brand Loyalty