ANALYSIS ON INFLUENCING FACTORS TOWARD CUSTOMER LOYALTY (A CASE STUDY OF APPLE PRODUCTS)

Abstract

This research is focusing on assessing the influencing factors of several independent variables such as Marketing Mix elements (4P), Brand Image, and Customer Satisfaction toward Customer Loyalty as the dependent variable, limited to Indonesia online based community of Apple users. The data collected were from 98 respondents using Slovin formula, and simple random sampling method was used in the distribution of questionnaire, and is in Likert-scale type. Quantitative analysis including validity and reliability test, classic assumption test, and multiple regression were conducted in this research to test the appropriate hypothesis through T-test, F-test, and Coefficient Determination (R square). Results of the analysis found that from the six factors, price, product, place, promotion, brand image, and customer satisfaction, there are three variables that were proven have negative significant influence toward customer loyalty. The other three variables were proven has positive influence, such as price as the most influential variable, also customer satisfaction, and brand image did influence customer loyalty. Furthermore, the F-test has shown that the independent variables together have significant correlation to dependent variable, supported by R square value which accounted for 75.7% of how much the dependent variable can be explained by the independent variables.