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All Journal Jurnal Ilmiah Wahana Pendidikan Journal of Economics and Business (JECOMBI)
Giovandhi, Leonardo
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Religion Chemistry Economics, Econometrics & Finance Education Social Sciences Other

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Pengaruh Product Quality Dan Brand Love Terhadap Repurchase Intention Pada Brand Apple Giovandhi, Leonardo; Adlina, Hafiza
Jurnal Ilmiah Wahana Pendidikan Vol 10 No 23 (2024): Jurnal Ilmiah Wahana Pendidikan
Publisher : Peneliti.net

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.14564416

Abstract

Along with the times, the higher the technology used. Smartphones and laptops are becoming increasingly common for people today. Apple is one of the multinational companies that developed these technologies. Apple products have been widely used in Indonesia because of the good quality of its products with a good brand name. Apple always maintains the quality of the products it releases, but several factors make Apple unable to maintain its sales level. This study aims to analyze the effect of product quality and brand love on the repurchase intention of the Apple brand in Medan City. The form of research used in this research is quantitative research with an associative approach. Sampling was carried out through probability sampling techniques and used 100 respondents as samples. The analysis techniques used are instrument tests, classical assumption tests, multiple linear regression analyses, partial tests, simultaneous tests, and coefficient of determination tests. The results of this study indicate that the variables of product quality and brand love have a positive and significant effect both partially and simultaneously on repurchase intention, and have an effect of 86.8%, while the remaining 13.2% is influenced by other factors outside this research model.
The Effect of Product Quality and Brand Love on Repurchase Intention on Apple Brand (Study on Generation Z Students Using Apple Products at the University of North Sumatra) Giovandhi, Leonardo; Adlina, Hafiza
Journal of Economics and Business (JECOMBI) Vol. 3 No. 02 (2023): Journal of Economics and Business (JECOMBI) : January 2023
Publisher : SEAN Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58471/jecombi.v3i02.46

Abstract

The lack of understanding the concept of product quality and customer love for the brand made Apple loyal consumers and especially Generation Z who like to try new things, choose to try using products from other brands on the market. This study aims to analyze the effect of product quality on repurchase intention on Apple brand among students of Generation Z University of North Sumatera, analyze the effect of brand love on repurchase intention on Apple brand among students of Generation Z University of North Sumatera, and to analyze the effect of product quality and brand love on repurchase intention on Apple brand among students of Generation Z University of North Sumatera. The form of research used in this study is quantitative research with associative approach. Sampling is done through probability sampling technique and using 100 respondents as a sample. Data analysis methods used are validity test, reliability test, classical assumption test, multiple linear regression analysis, and hypothesis test. The results showed that Product Quality significantly affect Repurchase Intention. Meanwhile, the Brand Love variable has a significant effect on Repurchase Intention. Product Quality and Brand Love also affect together the dependent variable is Repurchase Intention .
Co-Authors Hafiza Adlina