Factors Influencing Brand Loyalty: An Emperical Study Among Laptop Users

The main objective of this research is to determine the relationship between Price, Features, Brand Name, Brand Equity, Advertising and Satisfaction on Brand Loyalty among laptop users. The data was collected from 157 students in Universiti Utara Malaysia (UUM) through self-administered questionnaire. The data was analysed using the Correlation and Regression test. The findings shows that there is a positive significant relationship between these six factors - Price, Features, Brand Name, Brand Equity, Advertising and Satisfaction on brand loyalty. The results also indicate that Satisfaction had the strongest relationship towards brand loyalty as compared to other factors. In order to achieve these levels, laptop
manufacturers should improve the quality and services that will increase brand equity and satisfaction to attract new customers. In this relation, laptop manufacturers can develop a variety of product categories to differentiate their products from the competitors.