Kata Kunci
kepuasan merek
keterikatan emosional
cinta merek
Cara Mengutip
Abstrak
Penelitian ini bertujuan untuk menganalisis pengaruh pengaruh keterikatan emosional dan cinta merek terhadap loyalitas pengguna iPhone. Adapun populasi dari penelitian ini adalah pengguna Iphone yang berlokasi di Daerah Istimewa Yogyakarta. Serta data yang dianalisis dengan sampel 189 responden. Teknik pengumpulan data yang digunakan dalam penelitian ini adalah teknik komunikasi yaitu dengan cara menyebarkan kuesioner melalui Google Form, di mana para responden dapat mengisi kuesioner secara online. Dalam penelitian ini, data tersebut diolah dengan menggunakan alat analisis program Smart Partial Least Squares 3 (SmartPLS 3). Hasil penelitian menunjukkan brand satisfaction memiliki pengaruh positif terhadap emotional attachment, brand love dan brand loyalty. Oleh karena itu, sebaiknya perusahaan mengembangkan produk mereka yang berkaitan dengan aspek-aspek pada perceived value di antara lain aspek emosional, sosial, harga, dan kualitas (performansi).
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