Pengaruh Product innovation terhadap Brand Loyalty melalui Brand Love pada konsumen Smartphone Android

Authors

  • Sengguruh Nilowardono Department of Economic and Business, Narotama University, Surabaya, Indonesia, Indonesia

DOI:

https://doi.org/10.29040/jie.v6i1.4471

Abstract

Penelitian ini bertujuan untuk mengetahui Pengaruh Product innovation terhadap Brand Loyalty melalui Brand Love pada konsumen smartphone Android. Kerangka kerja konseptual dari penelitian ini diuji dengan menggunakan pendekatan SEM Structural Equation Modeling). Jumlah sampel dalam penelitian ini 125 pengguna smartphone Android di Surabaya. Hasil penelitian menunjukkan bawa (1) product inovation berpengaruh positif dan tidak signifikan terhadap Brand Loyalty, (2) Product innovation berpengaruh positif dan signifikan terhadap Brand Love, (3) Brand Love berpengaruh positif dan signifikan terhadap Brand Loyalty (4) product inovation berpengaruh positif dan signifikan terhadap Brand Loyalty bila melalui Brand Love. Hasil penelitian terbatas dikarenakan sampel penelitian dilakukan sebatas pengguna smartphone Android di Surabaya. Dalam usaha meningkatkan Brand Loyalty pada smartphone Android pemasar produk perlu meningkatkan Brand Love pada smartphone Android. Penelitian ini sangat penting dalam melengkapi penelitian sebelumnya mengenai keterkaitan antara product innovation, Brand Love dan Brand Loyalty Keywords: product innovation, Brand Love, brand loyalty

Author Biography

Sengguruh Nilowardono, Department of Economic and Business, Narotama University, Surabaya, Indonesia

Department of Economic and Business, Narotama University, Surabaya, Indonesia

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Published

2022-02-01

How to Cite

Nilowardono, S. (2022). Pengaruh Product innovation terhadap Brand Loyalty melalui Brand Love pada konsumen Smartphone Android. JURNAL ILMIAH EDUNOMIKA, 6(1), 369–379. https://doi.org/10.29040/jie.v6i1.4471

Issue

Vol. 6 No. 1 (2022): EDUNOMIKA : Vol. 06, No. 01, 2022

Section

Articles

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