J-CEKI
Vol. 2 No. 6: Oktober 2023

Pengaruh Brand Experience dan Brand Passion Terhadap Brand Commitment Pada Pengguna Smartphone Iphone di Universitas Perjuangan

Kamil Abdul Hamid (Universitas Perjuangan Tasikmalaya)
Suci Putri Lestari (Unknown)
Dudu Risana (Unknown)

Article Info

Publish Date
08 Aug 2023

Abstract

This study aims to determine the effect of Brand Experience and Brand Passion on Brand Commitment (a survey of iPhone smartphone users at Perjuangan University). The method used in this study is causality through a survey approach. With a research sample of 100 Iphone Smartphone Users at the University of Perjuangan. The data used is using primary data. The analytical tool used in this study is multiple regression using SPSS 26.0. The results of the study show that Brand Experience and Brand Passion have a significant influence on Brand Commitment in Iphone Smartphone Users at the University of Perjuangan. Partially, Brand Experience has a significant influence on Brand Commitment in Iphone Smartphone Users at Perjuangan University. Partially, Brand Passion has a significant influence on Brand Commitment in Iphone Smartphone Users at Perjuangan University

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Journal Info
J-CEKI
Website

Abbrev

J-CEKI

Publisher

CV ULIL ALBAB CORP

Subject

Humanities Social Sciences

Description

J-CEKI : Jurnal Cendekia Ilmiah diterbitkan oleh CV. ULIL ALBAB CORP. J-CEKI terbit 6 kali dalam setahun atau tiap 2 bulan sekali. J-CEKI menerbitkan artikel bidang Humaniora dan Ilmu Sosial. Humaniora: Bahasa dan Linguistik, Sejarah, Sastra, Seni Pertunjukan, Filsafat, Agama, Seni Rupa. Ilmu ...