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All Journal Bisma: Jurnal Bisnis dan Manajemen
Adhie Zoelly, Aurellia Salsabila
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

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ANALISIS KESETIAAN PELANGGAN BERDASARKAN KOMUNIKASI MEREK DAN KEPRIBADIAN MEREK Adhie Zoelly, Aurellia Salsabila; Magdalena, Nonie
BISMA: Jurnal Bisnis dan Manajemen Vol 18 No 2 (2024)
Publisher : Jurusan Manajemen Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19184/bisma.v18i2.49358

Abstract

Customer loyalty plays a role in improving customer relationships with brands so that it has an impact on company sustainability. Brand communication and brand personality are one of the factors that encourage customer loyalty. The aim of this research is to confirm previous research models by examine the direct and indirect influence of brand communication and brand personality on customer loyalty. 204 users of the iPhone brand smartphone who had replaced or upgraded their smartphone with an iPhone were again the sample in this study. Data was collected by distributing closed questionnaires via Google Form. Regression with a mediation approach was used in this research as a data analysis method. The research results indicate brand communication and brand personality have a direct and indirect effect on customer loyalty.
Co-Authors Nonie Magdalena