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All Journal Jurnal Manajemen Bisnis dan Kewirausahaan
Sari, Titis Ragilia Luxyta
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Decision Sciences, Operations Research & Management

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The Influence of Brand Experience, Brand Loyalty, and Brand Love on the Willingness to Pay a Premium Price among Samsung Smartphone Customers in Malang Raya Sari, Titis Ragilia Luxyta; Handayanto, Eko; Sa'diyah, Chalimatuz
Jurnal Manajemen Bisnis dan Kewirausahaan Vol. 4 No. 3 (2024): SEPTEMBER
Publisher : Universitas Muhammadiyah Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22219/jamanika.v4i3.36127

Abstract

This study aims to analyze brand experience, brand loyalty, and brand love to the willingness to pay a Premium price. The sampling technique used was purposive sampling with a total sample of 114 samples of Samsung smartphones in Malang. The type of data used in this study was quantitative data and the data sources were primary data. The analysis tool used in this study is multiple regression analysis. The results of this study concluded that Brand Experience, Brand Loyalty, and Brand Love have a positive and significant effect on the willingness to pay Premium prices. Thus increasing Brand Experience, Brand Loyalty, and Brand Love for consumers Samsung Electronics Co. Samsung Electronics Co., Ltd. on Samsung Smartphone products to better understand what is an important component in product development.
Co-Authors Chalimatuz Sa'diyah Eko Handayanto