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

Authors

  • Thea Wowor Master of Management Program, Faculty of Economics and Business Sam Ratulangi University, Indonesia
  • Altje L. Tumbel Master of Management Program, Faculty of Economics and Business Sam Ratulangi University, Indonesia
  • Greis M. Sendow Master of Management Program, Faculty of Economics and Business Sam Ratulangi University, Indonesia

Keywords:

Brand Selection, Brand Evaluation, Consumer Lifestyle, Customer Loyalty, Apple Smartphones

Abstract

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).

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Published

2023-12-31

How to Cite

Thea Wowor, Altje L. Tumbel, & Greis M. Sendow. (2023). INFLUENCES OF BRAND SELECTION, BRAND EVALUATION, AND CONSUMER LIFESTYLETOWARDCUSTOMER LOYALTY OF THEAPPLE SMARTPHONE USES. Journal of Marketing and Emerging Economics, 3(12), 145–159. Retrieved from https://oajournals.net/index.php/jmee/article/view/2528

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