Measuring Students Loyalty on Branded Smartphone in Indonesia

Business competition in the field of technology such as gadgets is currently experiencing a fairly tight development. In a competitive market, competition is not only on tariffs and products but also on consumer perceptions. One brand of smartphone that has a good brand is the iPhone produced by the Apple company. This study aims to examine the effect of perceived quality, brand image and price perception on customer satisfaction and brand loyalty and test the effect of customer satisfaction on the loyalty of Iphone brands at Muhammadiyah University of Yogyakarta. The population in this study were all UMY students who used the iPhone. While the retrieval method uses the judgmental sampling method, namely the sampling technique based on certain criteria, namely UMY students who are active in the 2018/2019 school year and already have an iPhone smartphone more than 6 months, the sample in this study was 210 respondents. Data analysis methods include Descriptive Analysis and Quantitative Analysis with Structural Equation Modeling analysis techniques with AMOS 21 programs.The results of the study found that there was a positive and significant effect of perceived quality on customer satisfaction, there was a positive and significant influence of brand image on customer satisfaction, there was a positive and significant influence of price perception on customer satisfaction, there was a positive and significant effect on product quality on loyalty brand, there is a positive and significant influence of brand image on brand loyalty, there is a positive and significant influence of price perception on brand loyalty and there is a significant influence partially on variable customer satisfaction on brand loyalty on Iphone Smartphone products. Keywords: perceived quality, brand image, perceived price, brand loyalty DOI: 10.7176/EJBM/11-12-09 Publication date: April 30th 201