What makes people loyal to apple products

Abstract

This study aims to analyze (1) the effect of emotional experience on brand loyalty on Apple users. (2) the effect of cognitive experience on brand loyalty on Apple users. (3) the effect of lifestyle congruence on brand loyalty on Apple users. (4) the effect hedonic motivation on brand loyalty on Apple users. The population in this study were all Apple users and the sample in this study were Apple users who bought and used Apple products. The sample size in this study 281 respondent. Data was collected through the distribution of online questionaires and data processing was carried out through SmartPLS software. The result of this study indicate that (1) Emotional experience has a positive and significant effect on brand loyalty on Apple users. (2) Cogntie experience has no positive and no significant effect on brand loyalty on Apple users. (3) Lifestyle congruence has positive and significant effect on brand loyalty on Apple users. (4) Hedonic motivation has positive and significant effect on brand loyalty on Apple users.