INFLUENCES OF BRAND SELECTION, BRAND EVALUATION, AND CONSUMER LIFESTYLETOWARDCUSTOMER LOYALTY OF THEAPPLE SMARTPHONE USES

Smartphones are an important element in fulfilling human needs today. Smartphones in the eyes of society are now considered a necessity, whether for communicating, socializing or for work. The purpose of this research is to determine and analyze the influence of Brand Selection, Brand Evaluation, and Consumer Lifestyle on Customer Loyalty in Using Apple Brand Smartphones. And addressed to active students of the Master of Management at Sam Ratulangi University. The sampling technique used was random, where the sample taken was 100 respondents. The analytical method used in this research is Multiple Linear Regression Analysis, equipped with Validity and Reliability Test calculations, Classic assumption test and r coefficient, Hypothesis testing partially with the t test and simultaneously with the F test using the SPSS Version 25 application. Research results shows that partially each variable, namely Brand Selection, Brand Evaluation and Consumer Loyalty, has a positive and significant effect on Customer Loyalty in using Apple brand smartphones. Likewise, simultaneously Brand Selection, Brand Evaluation, and Consumer Loyalty have a positive and significant effect on Customer Loyalty in using Apple brand smartphones (Case Study of Master of Management Students at Sam Ratulangi University).