ANALISIS PENGARUH PRODUCT ATTRIBUTE DAN LUXURY VALUE TERHADAP LOYALITAS PENGGUNA IPHONE DENGAN KEPUASAN SEBAGAI VARIABEL INTERVENING
Abstract
This research is purposed to analyze whether product attribute and luxury value directly
affecting iPhone’s customer’s loyalty or indirectly through customer’s satisfaction first, then
to customer’s loyalty. The method used for this research is quantitative analysis, with
snowball sampling technique to collect 200 samples from Atma Jaya University’s students
that using iPhone. Path analysis is used in this research both as framework and analysis
technique, to determine the direct and indirect values. The result showed that the direct path
has higher value than the indirect path.
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Multivariate dengan Program SPSS.
Badan Penerbit Universitas
Diponegoro. Semarang.
Goh, et al. (2016). The Impact of Brand
trust, Self-image Congruence and
Usage Satisfaction toward
Smartphone Repurchase Intention.
International Review of Management
and Marketing.
Griffin, Jill. (2005). Customer Loyalty:
Menumbuhkan dan Mempertahankan
Kesetiaan Pelanggan. Erlangga.
Jakarta.
Kotler, Philip., dan Gary Armstrong.
(2010). Principle of Marketing. 13 th
Edition. Pearson Prentice Hall. New
Jersey.
Kotler, Philip. (2005). Manajemen
Pemasaran. Jilid 1. Jakarta. Indeks.
Pitt, L., Berthon, P., Parent, M., Berthon,
J. (2009), Aesthetics and
Ephemerality: Observing and
Preserving the Luxury Brand. Boston:
Harvard Business School Publishing.
Riduwan Dr., Dr. Engkos Achmad
Kuncoro. (2013). Cara Menggunakan
dan Memakai Path Analysis (Analisis
Jalur). Cetakan Kelima. Alfabeta.
Bandung.
Sugiyono. 2007. “Metode Penelitian
Kuantitatif Kualitatif dan R&D”.
Bandung. Alfabeta.
