PENGARUH HARGA TERHADAP BRAND LOYALTY IPHONE DI MALANG DENGAN PENGALAMAN PENGGUNA SEBAGAI MEDIASI

This study aims to examine the effect of price on brand loyalty, with user experience as a mediating variable. The population of this research consists of individuals who purchased an iPhone at Meteor Cell. Data were collected through a survey method by distributing questionnaires. A total of 245 respondents were selected using purposive sampling. The analysis technique employed in this study is path regression. The findings reveal that price has a positive and significant effect on brand loyalty. Additionally, price has a positive and significant effect on user experience. Furthermore, user experience positively and significantly influences brand loyalty. The study also confirms that user experience mediates the relationship between price and brand loyalty.