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THE INFLUENCE OF FUNCTIONAL VALUE, EMOTIONAL VALUE, SOCIAL VALUE AND EPISTEMIC VALUE ON BRAND SWITCHING OF IPHONE PRODUCTS
Last modified: 2023-11-20
Abstract
This research aims to analyze the influence of functional value, emotional value, social value and epistemic value on brand switching of iPhone products. Data for this research was collected through a survey method using a questionnaire as a data collection instrument. The population in this study was 100 respondents. This research uses a quantitative approach with multiple linear regression analysis using SPSS (Statistical Package for the Social Sciences) software. The results of the research show that partially functional value has a positive and significant effect on brand switching of iPhone products in Lhokseumawe City. Partially, emotional value has a positive and significant effect on brand switching of iPhone products in Lhokseumawe City. Partially, social value has a positive and significant effect on brand switching of iPhone products in Lhokseumawe City. Partially, espitemic value has a positive and significant effect on brand switching of iPhone products in Lhokseumawe City.
Keywords
Functional value, emotional value, social value and espitemic value, brand switching