SKRIPSI: Pengaruh Luxury Brand, Perceived Value, dan Kualitas Produk terhadap Loyalitas Konsumen Pengguna Iphone pada Mahasiswa di Yogyakarta

RAMADHANA, Millenius Widya Alfa (2025) SKRIPSI: Pengaruh Luxury Brand, Perceived Value, dan Kualitas Produk terhadap Loyalitas Konsumen Pengguna Iphone pada Mahasiswa di Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This study aims to analyze the Influence of Luxury Brand, Perceived Value, and Product Quality on Consumer Loyalty of iPhone Users among Students in Yogyakarta. This study uses primary data obtained by distributing questionnaires to iOS smartphone users or iPhone brand students in the Special Region of Yogyakarta totaling 200 samples. The data analysis used is multiple linear regression. Hypothesis testing in this study uses the t-test with a significance level of 5%. In addition, a goodness of fit test, an assumption test, namely the basic assumption test of normality, and a classical assumption test including a multicollinearity test, a heteroscedasticity test, and a coefficient of determination test were also carried out. Based on the study's results using the t-test, it can be seen that the variables of luxury brands, perceived value, and product quality have a positive and significant effect on consumer loyalty. The coefficient of determination value of the results of this study is 0.663 or 66.3% indicating that the consumer loyalty variable (Y) is influenced by luxury brands (X1), perceived value (X2), and product quality (X3). The rest is explained by other variables not included in this study.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HC1 Economic Theory
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions: STIM YKPN Yogyakarta > Manajemen
Depositing User: Subhan Harish Munawar
Date Deposited: 11 Dec 2025 06:52
Last Modified: 11 Dec 2025 06:52
URI: http://repository.stimykpn.ac.id/id/eprint/677

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