Apple Brand Loyalty

According to Solomon (2013), he said that brand loyalty describes repeat purchasing behavior that reflects a conscious decision to continue buying the same brand. This is means which a consumer who will repeat to buy the same brand instead of change other brands due to they are trusting the brands and this so called brand loyalty. A user must use all the services in order to get the full experience and also to take advantage of what Apple has to offer. In fact, this is a brilliant thing for marketing and sales. The iPhone is more than just a device to make phone calls or search the web from anywhere with service. It's a combination of many things, including hardware, software, service, support, compatibility and morals.

According to Oliver,

Due to such differences, both in software and hardware, users often choose to stay with their accustomed software and hardware (Microsoft OS and Intel hardware). As well, it’s hardware products are only supported with iOS, which makes it difficult to use, whereas competitors’ products are android which doesn’t have such issues. Apple products are hardly compatible with other products, it is not convenient for users, so improving the compatibility of its products is also very important for Apple

When consumers purchase a product that they are not loyal to, they will purchase a different brand of that product. Hence the loyal consumers have a tendency to purchase the same brand that they feel a strong bond with and as long as this bond is not affected by switching factors (Dick and Basu, 1994; Bolton et al., 2000). According to Ehrenberg (1988) states that loyalty and switching factors do not mark the purchase choice instead it only be subject to on buyer characteristics.

2.2 Dependent Variable

2.2.1 Brand Loyalty

Oliver say that brand loyalty as ‘‘a deeply held commitment to re-buy or re-patronize a preferred product/ service consistently in the future, thereby causing repetitive same-brand or same brand-set purchasing, despite situational influences and marketing efforts having the potential to cause switching behavior.’’ The most commonly used definition of brand loyalty is “The biased (non-random) behavioral response (purchase) expressed over time by some decision-making unit with respect to one or more alternative brands out of a set of brands and is a function of psychological processes” (Jacoby