Pengaruh Satisfaction terhadap Brand Loyalty Smartphone Merek Apple dengan Lovemarks sebagai Variabel Moderasi

The objectives supported in this study are to analyze the effect of satisfaction variables on brand loyalty and to analyze the effect of variables on brand loyalty by being moderated by lovemarks variables. The results of this study are expected to be used to add insight knowledge and also experience in conducting research in the field of brand loyalty, used as a reference for further research needs to be in the field of satisfaction and also brand loyalty is also expected to provide input for the company as a reference in strategic planning to increase brand loyalty . This type of research uses quantitative methods. Data collection techniques in this study used a questionnaire. The sample used was the University of Muhammadiyah Surakarta University faculty of economics and business 2016 who used Apple smartphones for a minimum of 6 months 100 people. Data analysis in this study used the calculation of linear regression and multiple linear regression. Based on the results of the analysis of the effect of satisfaction on brand loyalty obtained a significant value (p = 0.041 0.05), which means love does not significantly moderate the effect of satisfaction on brand loyalty