PENGARUH BRAND IMAGE TERHADAP KESETIAAN PENGGUNA SMARTPHONE IPHONE

Abstract

Persaingan industri elektronik khususnya smartphone saat ini mengalami perkembangan cukup pesat. Perusahaan menggunakan berbagai strategi untuk merebut dan mempertahankan konsumen. Salah satunya dengan membuat brand image yang kuat sehingga menjadi top of mind di hati pelanggan. Penelitian ini bertujuan untuk mengetahui pengaruh brand image terhadap loyalitas pengguna smartphone iPhone di Universtas Telkom Fakultas Bisnis dan Adminitrasi. Jenis penelitian yang digunakan adalah penelitian deskriptif, dengan menggunakan teknik analisis statistik regresi linier berganda dan teknik convenience sampling. Pengambilan sampel dilakukan terhadap responden yang menggunakan smartphone iPhone. Berdasarkan hasil uji hipotesis secara parsial, brand image smartphone iPhone berpengaruh signifikan terhadap loyalitas pelanggan. Hal ini dibuktikan dengan nilai berdasarkan uji koefisien determinasi. Dapat disimpulkan bahwa brand image memberikan pengaruh yang signifikan terhadap loyalitas pelanggan dengan persentase pengaruh sebesar 45,6%. Sisanya sebesar 54,4% dipengaruhi faktor lain di luar brand image, yang tidak diteliti dalam penelitian ini, seperti brand equity, brand trust, dan faktor lainnya. Kata kunci: smartphone, Iphone, brand image, loyalitas, pelanggan Today competition in electronics industries, especially in the smartphone industry, has developed so rapidly that it encourages marketers to keep developing their market share. Companies use a variety of strategies to win and retain customers, one of which by creating a strong brand image to be the top of mind in the hearts of the customers. The purpose of this study is to examine the effect of the brand image on the loyalty of the iPhone smartphone users at the Faculty of Business and Administration, Telkom University. This research is a descriptive study, using the technique of multiple linear regression statistical analysis and convenience sampling technique. The sampling was conducted to respondents who use the iPhone smartphone. Based on the results of partial hypothesis testing, it was found that the brand image of iPhone smartphone significantly influenced the customers' loyalty. This is proved by the value of the test based on the coefficient of determination. It can be concluded that the brand image has a significant influence on the customers' loyalty with a percentage of 45.6%. The remaining 54.4% is influenced by other factors beyond the brand image, those not examined in this study, such as brand equity, brand trust, and other factors. Keywords: smartphone, Iphone, brand image, loyalty, customer