PENGARUH FAKTOR-FAKTOR KETERLIBATAN PRODUK TERHADAP LOYALITAS MEREK NOKIA

Abstract

This research wants to test to what product involvement that consist of factor interest pleasure, risk importance, sign and risk probability partially also influential simultaneous towards brand loyalty. Where this watchfulness done on brand handphone nokia at area Yogyakarta. Research result shows product involvement influence existence that consist of factor interest; pleasure, risk importance, sign and risk probability partially also simultaneous towards brand loyalty. Influential dominant factor towards risk probability so that this factor is necessary is producers attention in increase brand loyalty. Producers must can nimimum possibility as impact from a product purchasing, and aptness purchasing impact on the chance of consumer likes to give guarantee and study product use.