PENGARUH TRUST IN A BRAND DANPERCEIVED VALUE TERHADAP BRAND LOYALTY PONSEL BLACKBERRY
Abstract: BlackBerry is a
mobile phone made in Canada. BlackBerry was first introduced in 1999, and is
presented in Indonesia in mid-December 2004. Since it was first introduced, the
BlackBerrywas much in demand by various groups with the support of various
mobile operators both CDMA and GSM. However, in these days it has decreased
significantly. Most users at the end of 2012 as much as 79 million active use
of BlackBerry mobile phones are recorded. But at the end of March 2013it
decreased as much as 3 million users and it decreased up to 4 million users at
the end of June 2013 who no longer use BlackBerry mobile phone. The final user
of BlackBerry mobile phones is 72 million. The purpose of this study was to
analyze the effect of brand characteristics, company characteristics, brand
characteristics,and the consumer - perceived benefits to the consumer brand
loyalty on BlackBerry mobile phones in STIE TOTALWIN Semarang.
The population in this study were students STIE TOTALWIN Semarang. Based
on Slovin formula, the sample size was 100 respondents that were obtained by
purposive sampling technique, i.e. students who use BlackBerry phones, at least
one month and have experience in using another mobile phone. Primary data was
collected through questionnaires and analyzed with multiple linear regression
analysis.The results showed that the Brand Characteristics, Company
Characteristics, Consumer-Brand Characteristics and Perceived value has
significant and positive effect on Brand Loyalty, both partially and
simultaneously. Company Characteristics became the biggest factors influencing
brand loyalty.
Keyword: Brand
Characteristics, Company Characteristics, Consumer-Brand Characteristics,
Perceived value, Brand Loyalty
Penulis: Acoktang Acoktang, Diana
Aqmala
Kode Jurnal: jpmanajemendd170372
