A Study of the Relationship between Service Quality, Brand Image, and Customer Satisfaction and its Influence on Customer Loyalty of Iphone Users in Yogyakarta

Every company in the modern era must be able to determine and define its own set of demands. In the highly competitive market recently, competing companies continue to offer better quality service and a better brand image to satisfy customers and win their loyalty. Those factors triggering customer loyalty have been widely researched, but there are still inconsistencies in the results of previous research. This paper aims to examine factors that drive customer loyalty of iPhone users in Yogyakarta, such as service quality, brand image, and customer satisfaction. This study exerts a quantitative approach using a five-point Likert of online questionnaires. This survey was conducted in Yogyakarta in October 2023. Respondents are iPhone users in Yogyakarta, with a total of 100 respondents. The SmartPLS version 3.2.9 analysis tool was used to process the data of this study using PLS-SEM, including hypothesis testing. All hypotheses regarding this study’s variable relationship that leads to customer loyalty are supported. Hence, customer loyalty of iPhone users has three main triggering factors: service quality, brand image, and customer satisfaction. Furthermore, the results show that customer satisfaction has the biggest impact in forming customer loyalty. The results of this study provide a practical implication for Apple to focus on developing strategies that can increase customer perceptions of service quality, brand image, and customer satisfaction to increase customer loyalty among iPhone users.