THE ROLE OF SELF CONCEPT TO ENCOURAGE IPHONE USERS’ LOYALTY

Inovbiz: Jurnal Inovasi Bisnis Pub Date : 2022-01-11 DOI:10.35314/inovbiz.v9i2.2037

Nurkholish Majid, Nuruni Ika K.W, Nanik Hariyana

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Abstract

Product and brand competition reach the smartphone industries by emphasizing satisfaction and loyalty to the brand. Iphone as a one of prestigious brand has a intense relationship with the consumer's image on themselves, which is known as the self-concept and then can be able to provide consumer loyalty to the brand. The purpose of this research is to explain empirically about 1) The effect of actual and ideal self-concept on the loyalty of iPhone users. The research sample was 100. The sample was taken using a non-probability sampling method with a purposive sampling technique. The selected respondents are Iphone users in Malang City who make personal purchasing decisions with a minimum of one year of use. Hypothesis testing was carried out using Partial Least Square (PLS) analysis. The results are actual and ideal self-concept provide the loyalty of iPhone users in the city of Malang. The actual and ideal self-concepts have a positive and significant influence on the loyalty of iPhone users.Product and brand competition reach the smartphone industries by emphasizing satisfaction and loyalty to the brand. Iphone as a one of prestigious brand has a intense relationship with the consumer's image on themselves, which is known as the self-concept and then can be able to provide consumer loyalty to the brand. The purpose of this research is to explain empirically about 1) The effect of actual and ideal self-concept on the loyalty of iPhone users. The research sample was 100. The sample was taken using a non-probability sampling method with a purposive sampling technique. The selected respondents are Iphone users in Malang City who make personal purchasing decisions with a minimum of one year of use. Hypothesis testing was carried out using Partial Least Square (PLS) analysis. The results are actual and ideal self-concept provide the loyalty of iPhone users in the city of Malang. The actual and ideal self-concepts have a positive and significant influence on the loyalty of iPhone users.

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自我概念对iPhone用户忠诚度的促进作用

产品和品牌竞争通过强调对品牌的满意度和忠诚度来影响智能手机行业。Iphone作为一个享有盛誉的品牌，与消费者对自己的形象有着密切的关系，这就是所谓的自我概念，从而能够提供消费者对品牌的忠诚度。本研究的目的是实证解释1)实际自我概念和理想自我概念对iPhone用户忠诚度的影响。研究样本为100人。样本采用非概率抽样方法，采用目的性抽样技术。选择的受访者是玛琅市的Iphone用户，他们做出个人购买决定，至少使用一年。采用偏最小二乘(PLS)分析进行假设检验。结果表明，实际和理想的自我概念提供了玛琅市iPhone用户的忠诚度。实际自我概念和理想自我概念对iPhone用户的忠诚度有正向显著影响。产品和品牌竞争通过强调对品牌的满意度和忠诚度来影响智能手机行业。Iphone作为一个享有盛誉的品牌，与消费者对自己的形象有着密切的关系，这就是所谓的自我概念，从而能够提供消费者对品牌的忠诚度。本研究的目的是实证解释1)实际自我概念和理想自我概念对iPhone用户忠诚度的影响。研究样本为100人。样本采用非概率抽样方法，采用目的性抽样技术。选择的受访者是玛琅市的Iphone用户，他们做出个人购买决定，至少使用一年。采用偏最小二乘(PLS)分析进行假设检验。结果表明，实际和理想的自我概念提供了玛琅市iPhone用户的忠诚度。实际自我概念和理想自我概念对iPhone用户的忠诚度有正向显著影响。

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Inovbiz: Jurnal Inovasi Bisnis

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