PENGARUH PLAYFULNESS, PRODUCT QUALITY, INTIMACY, RELATIONSHIP QUALITY, DAN SWITCHING BARRIER TERHADAP LOYALTY SMARTPHONE MEREK IPHONE DI SURABAYA
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Abstract
Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh playfulness, product quality, intimacy, relationship quality, dan switching barrier terahdap smartphone merek iPhone di Surabaya. Pengolahan data dilakukan dengan menggunakan Structural Equation Modeling (SEM) dengan software LISREL 8.70. Teknik pengambilan sampel yang digunakan adalah non probability sampling dengan jenis convenience sampling. Data diperoleh secara langsung dari responden yang memenuhi karakteristik populasi yang ditentukan dengan menyebarkan kuesioner. Jumlah sampel yang digunakan dalam penelitian ini adalah 126 responden. Hasil penelitian ini menunjukkan adanya pengaruh Product Quality terhadap Satisfaction, Intimacy terhadap Trust, Satisfaction terhadap Loyalty, dan Switching Barrier terhadap Loyalty smartphone iPhone di Surabaya. Sedangkan pengaruh Trust terhadap Loyalty, Playfulness terhadap Satisfaction tidak terbukti.
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