The Effect Of Country Of Origin, Brand Image, Price Fairness, And Service Quality On Loyalty Toward IPhone Mobile Users, Mediated By Consumer Satisfaction

Abstract

The aim of this research is to determine whether country of origin, brand image, price fairness and service quality affect the satisfaction of iPhone users and to find out whether the satisfaction of iPhone users affect brand loyalty. Novelty in this research was the country of origin because Indonesian consumers were more concerned with the country of origin of the product rather than the quality or other things while others were not concerned about it and it might bring up different things in this research. The populations in this research were iPhone mobile users at the universities in Yogyakarta. The samples in this research were 250 iPhone users. The sampling used non-probability techniques with convenience sampling method and the research models were analyzed using Structural Equation Model (SEM) with the help of AMOS software. The results of this research proved that country of origin, brand image, price fairness and service quality had significant positive effect on customer satisfaction of iPhone users and iPhone customer satisfaction had significant positive effect on brand loyalty.