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All Journal Bada'a: Jurnal Ilmiah Pendidikan Dasar JIKEM: Jurnal Ilmu Komputer, Ekonomi dan Manajemen PEDIR: Journal of Elementary Education Jurnal Ekonomi dan Bisnis Jurnal Ilmiah Manajemen Dan Kewirausahaan
Della Puspita Sari
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Humanities Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Library & Information Science Mathematics Other

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Journal : Jurnal Ilmiah Manajemen Dan Kewirausahaan

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Pengaruh Brand Awareness, Brand Image, dan Harga terhadap Loyalitas Merek pada Mahasiswa Pengguna Smartphone Zalkha Soraya; A. Ade Wahyudi Asdar; Karmila Karmila; Della Puspita Sari; Wahyu Anugrah; Armayanti Armayanti; Ranti Ranti
Jurnal Ilmiah Manajemen dan Kewirausahaan Vol. 4 No. 2 (2025): Jurnal Ilmiah Manajemen dan Kewirausahaan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimak.v4i2.4693

Abstract

This study aims to analyze the effect of brand awareness, brand image, and price on brand loyalty in student smartphone users. The research background is based on increasing competition between smartphone brands which requires companies to understand the factors that drive consumer loyalty, especially among students who are known as active and critical users. This study uses an associative quantitative approach with a survey method of 82 respondents from the Management Study Program Class of 2022, Muhammadiyah University of Makassar. The results showed that brand awareness, brand image, and price partially and simultaneously had a significant effect on brand loyalty. The R² value of 0.825 indicates that the three independent variables explain 82.5% of the variation in brand loyalty. This finding confirms the importance of building a strong brand image, maintaining brand awareness, and setting prices in accordance with consumer value perceptions. This research provides strategic implications for companies in designing more effective marketing to retain customers in the student segment
Co-Authors A. Ade Wahyudi Asdar Ainur Risalah AKHMAD Amilya Nurul Erindha Armayanti Armayanti Arum Nur Aisyah Aulia Puspita Chintya Dea Aurelya Nasution Dr. H. Munawir M. Ag. Karmila Karmila Moh. Agung Surianto Nur Fatimatuz Zahro Ramadhani . Ranti Ranti Rihma Hani Siti Aisyah Taseman Taseman taseman Wahyu Anugrah Zalkha Soraya