The Influence of Brand Image and Price Perception on Customer Loyalty to Apple Smartphones with Customer Satisfaction as Mediation
This study examines how pricing perception and brand image affect customer loyalty among Apple smartphone users, with customer satisfaction as a mediating variable. Data was collected from 100 undergraduate students in Surakarta, aged 18 to 25, who have used or owned an Apple smartphone. While this...
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| Format: | Article |
| Language: | English |
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Universitas KH Abdul Chalim, Prodi Ekonomi Syariah
2025-02-01
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| Series: | Indonesian Interdisciplinary Journal of Sharia Economics |
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| Online Access: | https://www.e-journal.uac.ac.id/index.php/iijse/article/view/6290 |
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| author | Diva Aisyah Ardelia Edy Purwo Saputro |
| author_facet | Diva Aisyah Ardelia Edy Purwo Saputro |
| author_sort | Diva Aisyah Ardelia |
| collection | DOAJ |
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This study examines how pricing perception and brand image affect customer loyalty among Apple smartphone users, with customer satisfaction as a mediating variable. Data was collected from 100 undergraduate students in Surakarta, aged 18 to 25, who have used or owned an Apple smartphone. While this sample provides insights into a specific demographic, it may limit the study's generalizability. Structural Equation Modeling (SEM) with SmartPLS 3 was used to analyze the data. SEM was chosen due to its ability to model complex relationships and examine direct and indirect effects. The results show that brand image positively influences customer satisfaction but does not directly affect loyalty. Price perception significantly impacts satisfaction, which in turn affects loyalty. Customer satisfaction mediates the relationship between price perception, brand image, and loyalty. The study's limitations include the focus on a specific sample, suggesting future research should compare brands and explore factors like customer experience to deepen understanding of loyalty drivers.
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| format | Article |
| id | doaj-art-fb08a3ad30114b57bfd0b2233281ccb2 |
| institution | Kabale University |
| issn | 2621-606X |
| language | English |
| publishDate | 2025-02-01 |
| publisher | Universitas KH Abdul Chalim, Prodi Ekonomi Syariah |
| record_format | Article |
| series | Indonesian Interdisciplinary Journal of Sharia Economics |
| spelling | doaj-art-fb08a3ad30114b57bfd0b2233281ccb22025-02-01T16:04:35ZengUniversitas KH Abdul Chalim, Prodi Ekonomi SyariahIndonesian Interdisciplinary Journal of Sharia Economics2621-606X2025-02-018110.31538/iijse.v8i1.6290The Influence of Brand Image and Price Perception on Customer Loyalty to Apple Smartphones with Customer Satisfaction as MediationDiva Aisyah Ardelia0Edy Purwo Saputro1Universitas Muhammadiyah Surakarta, Surakarta, IndonesiaUniversitas Muhammadiyah Surakarta, Surakarta, Indonesia This study examines how pricing perception and brand image affect customer loyalty among Apple smartphone users, with customer satisfaction as a mediating variable. Data was collected from 100 undergraduate students in Surakarta, aged 18 to 25, who have used or owned an Apple smartphone. While this sample provides insights into a specific demographic, it may limit the study's generalizability. Structural Equation Modeling (SEM) with SmartPLS 3 was used to analyze the data. SEM was chosen due to its ability to model complex relationships and examine direct and indirect effects. The results show that brand image positively influences customer satisfaction but does not directly affect loyalty. Price perception significantly impacts satisfaction, which in turn affects loyalty. Customer satisfaction mediates the relationship between price perception, brand image, and loyalty. The study's limitations include the focus on a specific sample, suggesting future research should compare brands and explore factors like customer experience to deepen understanding of loyalty drivers. https://www.e-journal.uac.ac.id/index.php/iijse/article/view/6290Brand ImagePrice PerceptionCustomer SatisfactionCustomer LoyaltySmartphone |
| spellingShingle | Diva Aisyah Ardelia Edy Purwo Saputro The Influence of Brand Image and Price Perception on Customer Loyalty to Apple Smartphones with Customer Satisfaction as Mediation Indonesian Interdisciplinary Journal of Sharia Economics Brand Image Price Perception Customer Satisfaction Customer Loyalty Smartphone |
| title | The Influence of Brand Image and Price Perception on Customer Loyalty to Apple Smartphones with Customer Satisfaction as Mediation |
| title_full | The Influence of Brand Image and Price Perception on Customer Loyalty to Apple Smartphones with Customer Satisfaction as Mediation |
| title_fullStr | The Influence of Brand Image and Price Perception on Customer Loyalty to Apple Smartphones with Customer Satisfaction as Mediation |
| title_full_unstemmed | The Influence of Brand Image and Price Perception on Customer Loyalty to Apple Smartphones with Customer Satisfaction as Mediation |
| title_short | The Influence of Brand Image and Price Perception on Customer Loyalty to Apple Smartphones with Customer Satisfaction as Mediation |
| title_sort | influence of brand image and price perception on customer loyalty to apple smartphones with customer satisfaction as mediation |
| topic | Brand Image Price Perception Customer Satisfaction Customer Loyalty Smartphone |
| url | https://www.e-journal.uac.ac.id/index.php/iijse/article/view/6290 |
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