Abstract
Business competition in the field of technology such as gadgets is currently experiencing a fairly tight development. In a competitive market, competition is not only on tariffs and products but also on consumer perceptions. One brand of smartphone that has a good brand is the iPhone produced by the Apple company. This study aims to examine the effect of perceived quality, brand image and price perception on customer satisfaction and brand loyalty and test the effect of customer satisfaction on the loyalty of Iphone brands at Muhammadiyah University of Yogyakarta. The population in this study were all UMY students who used the iPhone. While the retrieval method uses the judgmental sampling method, namely the sampling technique based on certain criteria, namely UMY students who are active in the 2018/2019 school year and already have an iPhone smartphone more than 6 months, the sample in this study was 210 respondents. Data analysis methods include Descriptive Analysis and Quantitative Analysis with Structural Equation Modeling analysis techniques with AMOS 21 programs.The results of the study found that there was a positive and significant effect of perceived quality on customer satisfaction, there was a positive and significant influence of brand image on customer satisfaction, there was a positive and significant influence of price perception on customer satisfaction, there was a positive and significant effect on product quality on loyalty brand, there is a positive and significant influence of brand image on brand loyalty, there is a positive and significant influence of price perception on brand loyalty and there is a significant influence partially on variable customer satisfaction on brand loyalty on Iphone Smartphone products. Keywords: perceived quality, brand image, perceived price, brand loyalty DOI : 10.7176/EJBM/11-12-09 Publication date : April 30 th 2019
Highlights
Along with the progress of the times supported by globalization, encouraging people to the needs of a very diverse range of gadgets, and as time goes on, new gadgets are emerging that can do everything to replace computer functions ranging from communication devices, online shopping, radio, browsing, games and social media
One brand of smartphone that has a good brand is the iPhone produced by the Apple company
The first hypothesis shows that the perceived quality variable is proven to have a significant and positive effect on customer satisfaction as indicated by the estimated coefficient of 0.340 with a probability of p = 0.000
Summary
Along with the progress of the times supported by globalization, encouraging people to the needs of a very diverse range of gadgets, and as time goes on, new gadgets are emerging that can do everything to replace computer functions ranging from communication devices, online shopping, radio , browsing, games and social media. One brand of smartphone that has a good brand is the iPhone produced by the Apple company. One of the reasons for the increase in sales of iPhone 7 Plus smartphones is that it is much bigger and more expensive. Based on Apple's revenue that comes from iPhone sales is $ 7 billion or around 93 trillion. This shows that the company has experienced a revival that had previously experienced a decline, due to competition from its main competitor, Samsung. The results of Apple's report state that profits in the first three months of 2017 reached $ 11 billion or as much as Rp. 146 trillion worldwide, and increased by 4.9% compared to the period of 2016. This phenomenon shows that consumer loyalty to iPhone products is very high. There are several factors that influence brand loyalty (brand loyalty) among them are perceptions of quality, brand image, price perception and customer satisfaction
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