PENGARUH CITRA MEREK, KEPERCAYAAN MEREK, DAN PERSEPSI KUALITAS TERHADAP LOYALITAS PELANGGAN IPHONE PADA GENERASI Z DI JABODETABEK

Mavira Putri Malow, . (2025) PENGARUH CITRA MEREK, KEPERCAYAAN MEREK, DAN PERSEPSI KUALITAS TERHADAP LOYALITAS PELANGGAN IPHONE PADA GENERASI Z DI JABODETABEK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The research conducted aims to analyze, understand, and prove the influence of independent variables, namely Brand Image, Brand Trust, and Perceived Quality on the dependent variable, namely Customer Loyalty. Quantitative research is the method used in this study with descriptive analysis techniques utilized in this study to provide an explanation of the characteristics of the sample and inferential analysis techniques are also utilized in this study by utilizing the help of SmartPLS software version 4.1.1. The population in this study are iPhone users domiciled in the areas of Jakarta, Bogor, Depok, Tangerang, and Bekasi as many as 120 respondents as the number of samples in this study. The non-probability sampling technique, namely purposive sampling, is used in sampling this study. The questionnaire in this study is a technique in collecting data that is disseminated through Google Form. The findings of this study (1) brand image has a significant effect on customer loyalty, (2) brand trust does not have a significant effect on customer loyalty, and (3) perceived quality has a significant effect on customer loyalty. The findings of this study can provide comprehensive insight into the factors influencing customer loyalty in the context of brand image, brand trust, and perceived quality among iPhone users. The findings of this study can serve as a reference for Apple and other smartphone manufacturers in developing strategies to increase and maintain customer loyalty.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil: 2210111193] [Pembimbing: Guntur Syahputra Saragih] [Penguji 1: Dea Delia Lestari] [Ketua Penguji: Prasetyo Hadi]
Uncontrolled Keywords: Brand Image; Brand Trust; Customer Loyalty; iPhone smartphone; Perceived Quality.
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: MAVIRA PUTRI MALOW
Date Deposited: 01 Apr 2026 02:29
Last Modified: 01 Apr 2026 02:29
URI: http://repository.upnvj.ac.id/id/eprint/41424

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