Track: Business Management

Abstract

Analysis of consumers desire is a very important key. based on the analysis of consumer behavior, entrepreneurs can plan, improve, and sustain business. This paper wants to explain consumer behavior on products from the Apple, US brand in Indonesia. Apple US Brand has been well-known in developing technology to enhance products following consumer desires. Therefore, psychologically, product and brand quality are thought to play a role in consumer satisfaction. Data was collected through questionnaire answers to 210 Apple brand user respondents in the Jakarta area. The data were processed using validity and reliability tests.  The analytical method in this study is Robust Least Squared Model. The results of the analysis of this study conclude that an increase in product quality and brand quality can significantly increase consumer satisfaction. Every 1 unit increase scale in product quality will increase the consumer satisfaction by 0.36 scale, then every 1 unit increase scale in brand image will increase the consumer satisfaction by 0.45 scale. This study suggests that the policy of product research and development, and keeping reputation is crucial in all business.