LOYALITAS TERHADAP MEREK LAPTOP DI KALANGAN MAHASISWA PESANTREN

Fahrurrozi Rahman, Ery Tri Djatmika, I Wayan Jaman A.P

Abstract


Abstract: Loyalty of Laptop Users at Al-Hikam Islamic Boarding School Malang. This study reports on  loyalty of laptop users seen from product attributes, brand image, and purchas­ing decision. A descrip­tive-correlational research design was employed and a structural equation model was used to analyze the inter-variable relationships. Eighty five students of Al-Hikam Islamic Boarding School were randomly and proportionally sampled from the population of 109 students, based on the three brands of laptop mostly used during the period of two years, namely Acer, Toshiba, and Asus. The research findings reveal that there are relationships among variables under study, but brand image and purchasing decision do not cor­relate with laptop users’ loyalty.

Keywords: customer loyalty, brand image, purchasing decision, product atributes

Abstrak. Loyalitas terhadap Merek Laptop di Kalangan Mahasiswa Pesantren. Artikel ini mema­parkan loyalitas mahasiswa pengguna laptop ditinjau dari atribut produk, citra merek, dan keputusan pembelian. Penelitian dilakukan dengan mempergunakan desain deskriptif korelasional dan teknik analisis model persamaan struktural untuk menguji hubungan antar variabel. Populasi penelitian sejumlah 109 Santri Pesantren Mahasiswa Al-Hikam Malang dengan sampel sebanyak 85 responden yang diambil secara acak proporsional didasarkan pada tiga merek dengan pengguna terbanyak selama 2 tahun berturut-turut, yaitu produk Laptop merk Acer, Toshiba, dan Asus. Hasil penelitian mengungkap bahwa terdapat hubungan antar variabel-variabel yang diteliti, kecuali untuk variabel citra merk dan keputusan pembe­lian yang tidak berhubungan dengan loyalitas pengguna laptop.

Kata kunci: loyalitas pelanggan, citra merek, keputusan pembelian, atribut produk


Keywords


loyalitas pelanggan, citra merek, keputusan pembelian, atribut produk

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DOI: http://dx.doi.org/10.17977/jip.v21i1.6480

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