THE EFFECT OF BRAND IDENTIFICATION AND BRAND IMAGE ON BRAND LOVE AND BRAND LOYALTY ON IPHONE SMARTPHONE PRODUCT USERS IN SAMARINDA
Abstract
This study aims to analyze and explain the influence of Brand Identification
and Brand Image on Brand Love and Brand Loyalty on Iphone Smartphone
Product Users in Samarinda. The population in this study used the iPhone
smartphone product more than once. The sampling technique used was nonprobability
sampling with the purposive sampling method with a total sample
of 100 people. Data collection techniques using questionnaires. The analysis
was carried out using Partial Least Square (PLS) with the SmartPLS
application version 3.8.9 and using SPSS Version 25 to test the validity and
reliability of the respondents. The results of this study indicate that the
influence of Brand Identification has a positive and significant effect on Brand
Love; the influence of Brand Image has a positive and significant effect on
Brand Love; the effect of Brand Identification has a positive but not significant
effect on Brand Loyalty; the effect of Image has a positive but not significant
effect on Brand Loyalty; the influence of Brand Love has a positive and
significant effect on Brand Loyalty.
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