Pengaruh Brand Personality Terhadap Customer Loyalty Laptop Acer Pada Mahasiswa Pendidikan Ekonomi Fkip Universitas Tanjungpura

Abstract

The 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

Pelatihan Peningkatan Ketrampilan Desain dan Layout Buku Elektronik bagi Guru dan Dosen

“…PENDAHULUAN Kemajuan teknologi komputer dan informasi yang ditandai dengan berkembangnya era digital dan internet telah membawa pengaruh dan dampak yang sangat besar pada bidang pendidikan [1]. Kemudahan dalam akses internet memberikan peluang bagi pendidik dan peserta didik untuk mengakses berbagai sumber informasi, pengetahuan, maupun bahan ajar dari website, baik yang berupa artikel, buku, maupun video tanpa adanya batas waktu dan tempat [2]. Teknologi komputer dan informasi juga membawa dampak positif pada proses pembelajaran dengan berkembangnya platform-platform pembelajaran yang dapat diselenggarakan secara online (e-learning) melalui akses konten pembelajaran yang statis maupun dinamis [3], serta synchronous maupun asynchronous [4].…”