The Effect Of Brand Identification And Self-Concept Connection On Brand Love And Its Implications For Brand Loyalty

This study aims to analyze and find out Brand Identification, Self-Concept Connection, Love Loyalty for iPhone brand Smartphone users in Samarinda. The background of this research refers the relationship between Identification Connection that is woven by with its users. Besides seeing how formed smartphone may not necessarily create optimal love Samarinda, so it needs be reevaluated along much influence has on loyalty. a quantitative descriptive uses SEM-AMOS v.22, analysis tool SAMPLE formula = Σ Indicator x (5-10), which then selected samples 102 respondents. Data collection techniques using proportional accidental sampling method. results showed five proposed hypotheses were accepted namely had significant effect Love, Loyalty, towards Loyalty. These findings support theory previous became reference researchers.