THE EFFECT OF PERCEIVED QUALITY, PERCEIVED VALUE, PERCEIVED PRICE, BRAND IMAGE, TRUST, AND FAMILIARITY TOWARDS CONSUMERS’ REPURCHASE INTENTION OF IPHONE USER IN SURABAYA

Abstract

The technology and telecommunication industry in Indonesia has grown very rapidly since the 21st century, not only in Indonesia, but also the whole world is experiencing rapid technological growth. Indonesia also is one of the countries that often follow what is trend in the world. Thanks to technology that is very helpful to society today. One of the technological tools or devices that are very fun and useful for people in Indonesia, especially the area of Surabaya is a smartphone. Smartphone is a communication device that always up to date with all the features. Smartphones offer many useful things and make it easier for users to access local and international information. The community or smartphone users can virtually create or perform activities with just a smartphone. One of the most popular smartphones today is the iPhone. Therefore, researchers have planned to analyze the factors that influencing repurchase intention of iPhone users in Surabaya. The purpose of this study is to evaluate and analyze the influence of Repurchase Intention through Perceived Quality, Perceived Value, Perceived Price, Brand Image, Trust, and Familiarity of iPhone users in Surabaya. Based on the purpose of the research, the expected benefit of this research is to increase knowledge in the field of economics, especially management. Data collection in this study was conducted by distributing questionnaires to respondents in accordance with the characteristics of the sample that has been determined. Questionnaires were distributed as many as 175 respondents with characteristics who are users living in Surabaya who have owned and used the iPhone for more than 3 months, aged 17-65 years