ANALISIS PENGARUH BRAND EXPERIENCE, BRAND LOYALTY, DAN BRAND SATISFACTION TERHADAP BRAND EVANGELISM PADA APPLE IPHONE

Crizki Arouw, Margaretha Pink Berlianto

Abstract


The purpose of this study was to determine whether brand experience, brand loyalty, and brand satisfaction affect iPhone brand evangelism. This research is a descriptive quantitative research, descriptive research. The subjects of this research are iPhone users. The sample in this study was 272 obtained from distributing questionnaires through online Google forms. Then the sampling that was carried out in this study was the non-probability sampling method through convenience sampling.

BAHASA INDONESIA ABSTRACT

Tujuan dari penelitian ini adalah untuk mengetahui apakah brand experiene, brand loyalty, dan brand satisfaction berpengaruh terhadap brand evangelism iPhone. Penelitian ini merupakan penelitian kuantitatif deskriptif. Subjek dari penelitian ini adalah pengguna iPhone. Sampel pada penelitian ini adalah sebanyak 272 yang diperoleh dari penyebaran kuesioner melalui Google form secara online. Lalu penarikan sampel yang dilakukan pada penelitian ini adalah dengan metode non-probability sampling melalui convenience sampling.


Keywords


Brand experience; brand loyalty; brand satisfaction; brand evangelism

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