Najla Aura Khansa, . (2024) PENGARUH KUALITAS PRODUK, INOVASI PRODUK, DAN KEPERCAYAAN MEREK TERHADAP LOYALITAS PELANGGAN PENGGUNA IPHONE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study focuses to analyze, understand, and prove the influence of independent variables, namely Product Quality, Product Innovation, and Brand Trust, on the dependent variable, which is Customer Loyalty. A quantitative research method was employed in this study, utilizing descriptive analysis techniques to explain the characteristics of the sample and inferential analysis techniques with the assistance of SmartPLS version 4.1.0 software. The population in this study consists of iPhone users active in South Jakarta, with a total sample of 100 respondents. The method employed for sampling was non-probability sampling, particularly purposive sampling. Data was collected using questionnaires distributed via Google Forms. The study's findings reveal that (1) product quality has a positive and significant impact on customer loyalty, (2) product innovation does not have a significant impact on customer loyalty, and (3) brand trust has a positive and significant impact on customer loyalty. These findings provide a comprehensive understanding of the factors that influence customer loyalty in the context of product innovation, product quality, and brand trust among iPhone users. The findings of this research may act as a reference for Apple and other smartphone industries to design strategies aimed at enhancing and maintaining customer loyalty.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2110111006] [Pembimbing: Lina Aryani] [Penguji 1: Dienni Ruhjatini Sholihah] [Penguji 2: Yuliniar] |
| Uncontrolled Keywords: | Product Quality, Product Innovation, Brand Trust, Customer Loyalty, Smartphone iPhone |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | NAJLA AURA KHANSA |
| Date Deposited: | 27 Feb 2025 01:15 |
| Last Modified: | 27 Feb 2025 02:30 |
| URI: | http://repository.upnvj.ac.id/id/eprint/35707 |
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