<![CDATA[The purpose of this study is to determine the Influence of Luxury Brand and Brand Image on Purchase Intention and Customer Loyalty (Study on Apple product users in Pasuruan). The population in this study were all Apple product users in Pasuruan. The sample in this study was taken by non-probability sampling method with purposive sampling technique using Machin and Campbell formula of 100 respondents. The data collection method used a questionnaire. The data analysis technique used SEM with the help of SmartPLS software version 4.0. The results of the analysis concluded that Based on the descriptive analysis that has been done, the variables of Luxury Brand, Brand Image, Purchase Intention and Customer Loyalty are stated to be good, meaning that most respondents answered in agreement. Luxury Brand has a positive and significant effect on Purchase Intention. Brand Image has a positive and significant effect on Purchase Intention. Luxury Brand has a positive and significant effect on Customer Loyalty. Brand Image has a positive and significant effect on Customer Loyalty. Purchase Intention has a positive and significant effect on Customer Loyalty.]]>
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