West Science Interdisciplinary Studies
Vol. 1 No. 07 (2023): West Science Interdisciplinary Studies

Behavioral Analysis of "Iphone" Brand Loyalty From Brand Experience Mediated by Brand Trust in Surakarta

Siti Fatonah (Universitas Dharma AUB Surakarta)
Nani Irma Susanti (Universitas Dharma AUB Surakarta)

Article Info

Publish Date
31 Jul 2023

Abstract

The reason people have strong loyalty to smartphones "Iphone" different products is because the quality of the product and the operating system get full trust, recommend products, keep using products, Encourage people to use products to make products very attractive not unconditionally. 100 respondents were taken with Purposive sampling technique. Research results: The influence of Brand Experience on Brand Trust: Behavioral Experience and Sensory Experience hypotheses are accepted, while Intellectual Experience is rejected. The influence of Brand Experience on Behavioral Loyalty: Behavioral Experience, Intellectual Experience and Sensory Experience hypothesis is rejected while Brand Trust is accepted. The effect of Brand Trust on Behavioral Loyalty is hypothesized to be accepted.

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Journal Info
West Science Interdisciplinary Studies
Website

Abbrev

wsis

Publisher

Westscience Press

Subject

Humanities Economics, Econometrics & Finance Social Sciences

Description

Journal that publishes multidisciplinary research articles, which include: Humanities and social sciences, Business Economics, Cooperatives & Banking, Sharia Economics, Development Economics, HR Development, Taxation and Commercial Insurance, Communication, Technique, Informatics, Information ...