The Effect of Brand Image and Perceived Value on Customer Loyalty of iPhone Users in Malang City

This study intends to ascertain how brand image and perceived value affect iPhone users in Malang’s customer loyalty. In this study, Malang residents who own iPhones made up the population, while 78 Malang residents made up the sample. The information from this study is primary information that was gathered via the interview method and the distribution of questionnaires for observation. SEM (Structural Equation Modeling) and the analysis tool PLS (Partial Least Square) were employed in this study’s data analysis technique. According to the study’s findings, consumer loyalty among iPhone users in Malang is positively and significantly influenced by brand image and perceived value.