The Impact of brand concept dimensions on customer commitment : a survey of Apple iPhone users in Bandung, Indonesia

Abstract

Technology needs, especially smartphones, are now very huge; it cannot be denied that many smartphone brands compete with each other to get the highest market share. Overall, several well-known brands such as Samsung, Xiaomi and Oppo are the top three smartphone brands that are most widely used in Indonesia, but there is one smartphone that, although it has a market share not as big as the three brands, is considered the most exclusive because the market is only for a certain group of people who understands the brand, the Apple iPhone. The purpose of this research is to find out whether the brand concept possessed by the Apple iPhone can impact customer commitment, because it is known that the Apple iPhone users tend to continue to use the same iPhone brand, despite other competing brands in the same product category. The research method used is the descriptive research method with a quantitative approach, whereby the population is the Apple iPhone users in the city of Bandung. Data collection is by questionnaires, interviews and observations, while the data analysis technique uses descriptive analysis and also multiple linear regression analysis. The results showed that brand concept dimensions consisting of aesthetic benefits, functional benefits and symbolic benefits had a significant influence in shaping customer commitment. As for the three dimensions of the brand concept, it is known that symbolic benefits have the strongest impact on customer commitment compared to the other two dimensions.