SKRIPSI DIGITAL
Influence of Perceived Value, Satisfaction, and Brand Trust on Customer Loyalty in Generation Z (Study Case at University Students Use iPhones in Taiwan) = Influence of Perceived Value, Satisfaction, and Brand Trust on Customer Loyalty in Generation Z (Study Case at University Students Use iPhones in Taiwan)
Despite Apple’s strong brand ecosystem and exclusive image, iPhone users in Taiwan continue to experience fluctuating market share, which highlights a practical problem that requires deeper research. The inconsistency of findings in previous studies regarding the factors that shape customer loyalty further strengthens this research gap, particularly in the context of Generation Z smartphone users who tend to be less brand-loyal due to high exposure to competing technologies. To address this issue, the present study aims to examine the influence
of perceived value, satisfaction, and brand trust on customer loyalty among Generation Z university students in Taiwan who actively use iPhones. The iPhone is a product line of the Apple brand that belongs to the smartphone category. A quantitative approach was employed with purposive sampling, involving 126 respondents. Data were collected through a structured online questionnaire and analyzed using multiple regression and statistical assumption tests with the assistance of SPSS 25. The findings indicate that perceived value, satisfaction, and
brand trust all have a significant positive effect on customer loyalty. The regression model (Y = 0.067 + 0.304X1 + 0.361X2 + 0.314X3, p < 0.001) is statistically significant (F = 61.816) and explains about 59.3% of the variance in loyalty (Adjusted R² = 0.593). Among the predictors, customer satisfaction has the strongest influence. These results highlight the critical role of value perception, satisfaction, and trust in strengthening loyalty within the competitive smartphone market.
Keywords: Customer Loyalty, Perceived Value, Customer Satisfaction, Brand Trust, Generation Z, iPhone Users, Smartphone, Consumer Behavior
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Karya Umum 
Filsafat 
Agama 
Ilmu-ilmu Sosial 
Bahasa 
Ilmu-ilmu Murni 
Ilmu-ilmu Terapan 
Kesenian, Hiburan, dan Olahraga 
Kesusastraan 
Geografi dan Sejarah