Evaluasi Loyalitas Konsumen Terhadap Laptop Merek XYZ pada Mahasiswa Institut Pertanian Bogor

Abstract

Laptop is one important tool to do report, paper, journal, college summary, and final task. It causes the manufacturers have to know which factors influenced costumer loyalty toward their production. Theoretically, brand loyalty is influenced by satisfaction, brand image, and switching barrier. The mentioned variables are the variables which can not be measured directly (latent variable) thus, the statistical analysis that can be employed is structural equation modelling (SEM). The objective of this study to get structural equation modelling and measurement equation modelling which can describe the relationship among latent variables and also between latent variables and its manifest variables. The data which is used in this study is a primary data taken from a survey on IPB students who have laptop with brand XYZ using a non-probability sampling methods. SEM indicates that satisfaction, brand image, and switching barrier did not influence brand loyalty. Measurement equation model shows that the brand and recommendation is able to reflect latent variable from brand loyalty, but the variables are not reliable in measuring brand loyalty neither simultaneously nor partially. All manifest variables on the latent variables such as satisfaction, brand image, and switching barrier are able to reflect of latent variables and reliable to measure its latent variables.