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All Journal Asia Pacific Journal of Management and Education Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Syah, Fito Firman
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Decision Sciences, Operations Research & Management Education Languange, Linguistic, Communication & Media Other

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Factors Influencing Consumer Loyalty: A Study in the Tech Industry Hui, Gan Kia; Ibrahim, Haslindar; Jie, Lee Sze; Wen, Lee Xin; Guowei, Li; Baochen, Li; Putri, Firanda Leiliya; Syah, Fito Firman; Gupta, Somya
Asia Pacific Journal of Management and Education (APJME) Vol 7, No 3 (2024): November 2024
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/apjme.v7i3.3543

Abstract

Since Apple’s 2010 release of the revolutionary iPhone 4, the brand has become a dominant force in the tech industry, fostering high customer loyalty through its integrated, secure ecosystem. This study aims to explore the factors driving Apple’s consumer loyalty in Malaysia, focusing on brand experience, brand innovativeness, social influence, perceived value, and brand trust. Primary and secondary data were collected, and a digital survey of 150 Malaysian Apple users provided insights into their loyalty determinants. Using regression analysis, the findings reveal that perceived value and brand trust significantly and positively impact consumer loyalty, while brand experience, brand innovativeness, and social influence show minimal influence. With an R-squared value of 0.596, the model suggests that nearly 60% of loyalty variance is explained by these factors, highlighting perceived value and trust as critical components. These results imply that Apple should prioritize enhancing perceived value and maintaining brand trust to strengthen consumer loyalty in competitive markets. Future research could explore additional factors like sustainability and community engagement to provide a fuller understanding of loyalty drivers in the tech industry.
The Influence Of Entrepreneurial Orientation, Product Innovation, And Digital Marketing On Marketing Performance Syah, Fito Firman; Puspaningrum, Astrid
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 4 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk. 2025.04.4.18

Abstract

Micro enterprises in the F&B sector have become an industry with crucial roles in Indonesia’s economy. One of the ways to measure the success of micro enterprises in the F&B sector is by considering their marketing performance. It is a useful concept for assessing to which extent an enterprise markets its product. The objective of this research is to identify the effects of entrepreneurial orientation, product innovation, and digital marketing on the marketing performance of micro enterprise owners in the F&B sector in Malang City. Using probability sampling and simple random sampling, 200 F&B business owners who have run their business for more than four years and applied digital marketing were selected as the respondents. The results of the multiple linear regression analysis indicate that entrepreneurial orientation, product innovation, and digital marketing have significant influences on marketing performance.
Co-Authors Astrid Puspaningrum Baochen, Li Guowei, Li Gupta, Somya Hui, Gan Kia Ibrahim, Haslindar Jie, Lee Sze Putri, Firanda Leiliya Wen, Lee Xin