Pengaruh Kualitas Produk, Harga, dan Loyalitas Konsumen Terhadap keputusan pembelian ulang Produk Apple (Studi pada Pengguna di DKI Jakarta)
DOI:
https://doi.org/10.35870/jemsi.v11i4.4633Keywords:
Price, Product Quality, Consumer Loyalty, Consumer PerceptionAbstract
Apple products are renowned for their superior quality, exclusive design, and integrated ecosystem. Despite the increasingly intense competition in the technology market and the relatively high prices, users in DKI Jakarta continue to show a strong tendency to repurchase Apple products. Apple's dominance in the list of best-selling smartphones globally in 2023 and 2024 underscores consumers’ strong brand loyalty. This study applies a quantitative approach to examine the relationship between independent and dependent variables based on the characteristics of the observed phenomenon. Data collection was conducted according to pre-established research questions, aiming to uncover facts and provide interpretations supported by valid data. The results indicate that product quality has a significant and positive effect on consumers' repurchase decisions. Price is also proven to have a meaningful impact on these decisions. Furthermore, consumer loyalty significantly contributes to the intention to repurchase Apple products. Collectively, the three variables product quality, price, and consumer loyalty exert a positive and statistically significant influence on repurchase behavior.
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