PENGARUH KECANGGIHAN MEREK TERHADAP LOYALITAS MEREK TELEPON PINTAR APPLE: PERAN MODERASI GENDER

Authors

  • Siti Barokah Universitas Jenderal Soedirman
  • Suliyanto Suliyanto Universitas Jenderal Soedirman
  • Rahab Rahab Universitas Jenderal Soedirman

DOI:

https://doi.org/10.32424/jeba.v20i4.1231

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kecanggihan merek terhadap loyalitas merek telepon pintar apple dan untuk menganalisis gender memoderasi pengaruh kecanggihan merek terhadap loyalitas merek. Penelitian ini merupakan penelitian kuantitatif dengan menggunakan metode survey online. Sampel dalam penelitian ini adalah seluruh pengguna telepon pintar dengan merek apple. Variabel yang digunakan yaitu kecanggihan merek, loyalitas merek, dan gender. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah purposive sampling. Analisis data menggunakan structural equation modeling (SEM)untuk menguji model dan hipotesis. Hasil analisis menunjukkan bahwa kecanggihan merek tidak berpengaruh positif pada loyalitas merek telepon pintar apple. Hasil pengujian variabel moderasi menunjukkan bahwa gender memoderasi pengaruh kecanggihan merek pada loyalitas merek.

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Published

2018-10-14

Issue

Vol. 20 No. 4 (2018)

Section

Articles

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