How Brand Image Influence Customer Loyalty: Reanalyzing the Significance of A Popular Electronic Brand - Hasanuddin, Ainun Kautsar; Pradana, Mahir (Program Pascasarjana STIE Amkop Makassar, 2023)
Abstrak Citra merek suatu perusahaan memainkan peran penting dalam mempengaruhi loyalitas pelanggan. Penelitian ini berfokus untuk menganalisis bagaimana citra merek Apple mempengaruhi loyalitas pelanggan. Penelitian menggunakan desain penelitian kuantitatif, dan data dikumpulkan melalui survei online dari sampel 100 pelanggan Apple. Hasil penelitian mengungkapkan bahwa citra merek Apple memiliki dampak positif yang kuat terhadap loyalitas pelanggan. Berdasarkan temuan tersebut, dapat disimpulkan bahwa citra merek Apple merupakan faktor penting dalam mempengaruhi loyalitas pelanggan dan harus dikelola dengan hati-hati untuk menjaga hubungan jangka panjang dengan pelanggan. Kata Kunci: brand image, customer loyalty, products, quantitative Abstract The brand image of a company plays a significant role in influencing customer loyalty. This study focuses on analyzing how the brand image of Apple influences customer loyalty. The study uses a quantitative research design, and data is collected through an online survey from a sample of 100 Apple customers. The results of the study reveal that the brand image of Apple has a strong positive impact on customer loyalty. Based on these findings, it can be concluded that the brand image of Apple is a crucial factor in influencing customer loyalty and should be carefully managed to maintain long-term customer relationships. Keywords: brand image, customer loyalty, products, quantitative