PENGARUH BRAND PERSONALITY TERHADAP CUSTOMER LOYALTY LAPTOP ACER PADA MAHASISWA PENDIDIKAN EKONOMI FKIP UNIVERSITAS TANJUNGPURA

Abstract

AbstractThe result of this study have two objectives, namely : 1) Knowing the influence of brand personality on Acer laptop customer loyalty on economic education students FKIP TanjungpuraUniversity, 2) Knowing the brand personality indicators that have the most influence on Acer laptop customer loyalty On Economic Education students FKIP Tanjungpura University. The results showed 1)there was an influence of brand personality on Acer laptop customer loyalty on Economic Education students FKIP Tanjungpura University. Based on the simple regression test, it shows that the influence of variable X on variable Y is positive. The proportion level of the influence of brand personality on customer loyalty is 8,1% with a positivr value. 2) The indicator of brand personality that has the most influence on customer loyalty for Acer laptops is its sophistication. This is evidenced by using multiple regression test and obtained a hypothesis result of 2,176 > r table 1,996, while the four indicators of brand personality have no effect on customer loyalty. The research method used in this research is to use quantitive. The population is regular economics education a students who use Acer laptops with a sample size of 69 students.Keywords ; Brand Personality and Customer loyalty