PENGARUH TRUST IN A BRAND DANPERCEIVED VALUE TERHADAP BRAND LOYALTY PONSEL BLACKBERRY

Abstract

BlackBerry is a mobile phone made in Canada. BlackBerry was first
introduced in 1999, and is presented in Indonesia in mid-December 2004. Since
it was first introduced, the BlackBerrywas much in demand by various groups
with the support of various mobile operators both CDMA and GSM. However,
in these days it has decreased significantly. Most users at the end of 2012 as
much as 79 million active use of BlackBerry mobile phones are recorded. But at
the end of March 2013it decreased as much as 3 million users and it decreased
up to 4 million users at the end of June 2013 who no longer use BlackBerry
mobile phone. The final user of BlackBerry mobile phones is 72 million. The
purpose of this study was to analyze the effect of brand characteristics, company
characteristics, brand characteristics,and the consumer - perceived benefits to the
consumer brand loyalty on BlackBerry mobile phones in STIE TOTALWIN
Semarang.
The population in this study were students STIE TOTALWIN
Semarang. Based on Slovin formula, the sample size was 100 respondents that
were obtained by purposive sampling technique, i.e. students who use BlackBerry
phones, at least one month and have experience in using another mobile phone.
Primary data was collected through questionnaires and analyzed with multiple
linear regression analysis.The results showed that the Brand Characteristics,
Company Characteristics, Consumer-Brand Characteristics and Perceived value
has significant and positive effect on Brand Loyalty, both partially and
simultaneously. Company Characteristics became the biggest factors influencing
brand loyalty.