ANALISIS WILLINGNESS TO PAY PREMIUM APPLE PRODUCT USERS IN INDONESIA
نویسندگان
چکیده
Perkembangan industri 4.0 dan pandemi Covid-19 merupakan sebuah fenomena-fenomena besar yang terjadi di Indonesia. Adanya fenomena ini membuat masyarakat dituntut untuk mengikuti perkembangan jaman serba digitalisasi sekarang ini. Seiring dengan adanya pula, gadget sangat berkembang pesat, berbagai macam perusahaan elektronik mengeluarkan produk terbaik mereka, tak terkecuali Apple Inc. merek pesat peningkatan pangsa pasar tersebut kian meningkat setiap tahunnya. Indonesia juga menjadi salah satu negara memiliki banyak konsumen pengguna Apple. Hal pertanyaan ketika seorang rela membayar lebih tinggi dijual Tujuan dari penelitian adalah bagaimana Willingness to Pay Premium muncul pada dipengaruhi oleh Brand Love, Commitment, serta Trust. Semua responden apple ada Analisis data menggunakan PLS (partial least square) 6.0. pengujian analisi uji validitas reabilitas SPSS 16. semua indikator valid reliabel. Hasil dalam menunjukan hipotesis diterima positif.
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ژورنال
عنوان ژورنال: Jesya
سال: 2022
ISSN: ['2599-3410']
DOI: https://doi.org/10.36778/jesya.v5i1.562