Behavioral Analysis of "Iphone" Brand Loyalty From Brand Experience Mediated by Brand Trust in Surakarta

The reason people have strong loyalty to smartphone "iPhone" different products is because the quality of the product and the operating system get full trust, recommend products, keep using products, and encourage people to use products to make products very attractive not unconditionally. 100 respondents were taken with the Purposive sampling technique. Research results: The influence of Brand Experience on Brand Trust: Behavioral Experience and Sensory Experience hypotheses are accepted, while Intellectual Experience is rejected. The influence of Brand Experience on Behavioral Loyalty: Behavioral Experience, Intellectual Experience, and Sensory Experience hypothesis is rejected while Brand Trust is accepted. The effect of Brand Trust on Behavioral Loyalty is hypothesized to be accepted.


INTRODUCTION
Surakarta, the economic structure of Surakarta City, is supported by trade/retail services, tourism services (hotels, restaurants, culture, and entertainment), and education services. This economic structure can be seen from the sectoral contribution indicator of Surakarta's Gross Regional Domestic Product (GRDP). The strength of the tertiary sector in the form of GDRP cannot be separated from the resources of Surakarta City, which benefits from its location as a strategic resource of Surakarta City. Surakarta City has long been known as a trading city in the trade, hotel, and restaurant sectors. Its geographical location as a transit city through Jakarta-Surabaya traffic passes considerably influences trade development. The traded products are closely related to the industrial and agricultural sectors. Companies with a large scale of production carry out exportoriented trade. Products sold include textile products and handicrafts. Meanwhile, developing the hotel and restaurant sub-sector is a supporting factor for developing the trade and tourism sector.
Many people come to Surakarta with the intention of business or just a vacation, so the function of hotels and restaurants is very supportive and expected by the visitors. (Medium Term Investment iPhone users are different from smartphones; iPhones use the iOS operating system, which is an exclusive operating system because this operating system is specifically designed only for iPhone products from Apple Inc.
The popularity of the iPhone is fading along with the emergence of new products from competing brands such as Samsung and Xiaomi. Based on a report from Canalys Research, iPhone sales growth in Q2 2021 decreased compared to Q1 2021. Despite the declining sales growth, iPhone sales in Q2 2021 still increased compared to Q1 2021. Based on data from Canalys, iPhone sales increased by 1% compared to Q1 2021. [4]

Figure 2. Infographic of Total Smartphone Shipments in Q2 2021
Consumers have more significant and diverse demands for value because consumers are faced with various choices in the form of goods or services that consumers can buy. Companies must carefully understand consumer decision-making and their entire experience choosing and using products. Among the alternative processes and consumer decision-making, there is consumer buying interest/purchase intention [5]. Quality measurement must be measured through the consumer's point of view on the quality of the product itself so that it can influence consumer tastes [6]. In deciding to own a communication device product in the form of a smartphone or iPhone, consumers will consider aspects of product attributes (Burhanudin & Ertyanto, 2021), especially technology and financial capabilities that are taken into consideration [6], [8]. Post-purchase products' experience and behavior is one reason consumers make Repurchase Intention. Research from [9] shows that the higher the word of mouth felt by e-commerce consumers, the less significant the customer will make an online repurchase. trust has a positive and significant effect on repurchase intentions. This shows that the higher the trust felt by consumer e-commerce online stores, the more customers will repurchase online.

Conceptual Framework
The conceptual framework connects theoretically between the independent and dependent variables. These independent and dependent variables are as follows: According to Brakus et al (2009), the brand experience starts when consumers search for products, buy, receive services, and consume products. According to [13], trust is built in a person-to-person relationship. Behavioural Loyalty The initial definition of loyalty focuses entirely on the behavioral dimension. Behavioral loyalty is a level of consumer loyalty reflected in the consumer's behavior towards a product.
Behavioral loyalty can be expressed in various ways. [14] state that three indicators can affect Behavioural Loyalty, namely: 1. Recommending products 2. Keep using the product.
3. Encourage people to use the product.

Brand Experience
This research adopts the four sensory, intellectual, and behavioral dimensions of [15], the definition and measurement of which are widely used in marketing literature, namely better validity and reliability.

Brand experience indicators:
According to Brakus, there are 4 dimensions of brand experience: 1. Sensory, creating experiences through sight, sound, touch, smell, and taste.
2. Affection approaches feelings by influencing mood, feelings, and emotions.
3. Behavioral, creating physical experiences, behavior patterns, and lifestyles. 4. Intellectual, creating experiences that encourage consumers to carefully think about a brand's existence.

Brand Trust
According to [5] trust is a person's desire to depend on something that is influenced by a number of factors such as competence, integrity, honesty and benevolence. Brand trust concerns the brand's ability to fulfill promises and maintain consistency in product and service performance, which will affect brand loyalty to these products [16], based on this definition, brand trust or brand trust shows two important components, namely brand reliability and brand intentions. Brand reliability is consumer confidence that the product is able to fulfill the value promised by the company or is able to meet the needs and provide satisfaction for consumers. Meanwhile, brand intention is based on consumer confidence that the brand is able to prioritize consumer interests when problems in product consumption arise unexpectedly [17]. Brand experience in this case will cause a learning process that allows the development of associations, thoughts, and conclusions that are more relevant to the consumer's personality. Brand experience can occur when there is direct or indirect interaction with the brand. Brand trust will be obtained if the company can create and maintain positive emotional relationships with consumers, where these emotional relationships must be built consistently and persistently [17], [18]. According to [19], there are three components used to measure brand trust, namely: 1. Brand characteristics related to brand trust include brand perception, reputation, and competence.
2. Company Characteristics Company characteristics are related to company reputation and company integrity.

Consumer Brand Characteristic This component consists of experience with the brand and satisfaction with the brand.
A brand is a product or service whose dimensions differentiate the brand from other products or services designed to satisfy the exact needs. "According to Kotler, et al, in essence, a brand is the use of a name, logo, trademark, or slogan to distinguish companies and individuals from each other in terms of what they offer. The consistent use of a brand, symbol, or logo makes the brand immediately recognizable to consumers so that everything related to it is remembered. A brand can contain three things, namely as follows: 1) Describes what the company sells. 2) Explain what the company does. 3) Describes the profile of the company itself.
In the business world, trust between companies (buyer-seller) helps determine performancerelated indicators such as the extent of information exchange, joint problem solving, satisfaction or the results of activities carried out, and the greater motivation in implementing decision results. The existence of trust will create a sense of security and reliability and reduce consumer perceptions of exchange risk [20]. According to Keller, purchasing decisions consumers make are influenced by brand trust. So, brand trust is essential for buying a product [21]. Consumers who trust certain brands tend to be loyal and will not turn to other products.

Brand Trust Indicators
According to [22], three factors influence brand trust. These three factors are related between brands and consumers. The three factors are the brand, the company making it, and consumers. The relationship between these three factors and brand trust can be described as follows: 1. Brand characteristics (brand characteristics) consumers assess before buying. Brand characteristics related to brand trust include predictability, reputation, and competence.

Company characteristics (company characteristics) Consumer knowledge about the
company behind a product brand is the initial basis for consumer understanding of a product brand. These characteristics include the reputation of a company, the desired motivation of a company, and the integrity of a company.

Consumer-brand characteristics
Characteristics include the similarity of consumers' emotional concepts with brand personality, liking for the brand, and experience with the brand. Trust is a sense that people have towards other people, where this trust is based on integrity, reliability, and reliability. Elida Elfi Barus and Nuraini, "Implementation of Islamic Business Ethics Based on the description above, the variables related to this study can be formulated in a framework as follows:

Figure 2. Conceptual Framework
Hypothesis H1: It is suspected that there is a significant influence of Brand Experience on Brand Trust H2: It is suspected that there is a significant effect of Brand Experience on Behavioral Loyalty H3: It is suspected that there is a significant effect of Brand Trust on Behavioral Loyalty

RESULTS AND DISCUSSION
Results and Discussion: Source: Data processed 2022

Measurement Model Evaluation
Before conducting hypothesis testing to predict the relationship between latent variables in the structural model, first evaluate the measurement model to verify indicators and latent variables that can be tested further. This study uses a conceptual framework in which the entire measurement model is built by a reflective indicator model. Thus, the criteria used to evaluate the measurement model are using indicator reliability, composite reliability, convergent validity, and discriminant validity. Indicator reliability shows how much indicator variance can be explained by latent variables. In indicator reliability, a reflective indicator must be eliminated from the measurement model when the loading value (λ) is smaller than 0.7. The following are the results of the loading (λ) value obtained. Based on Figure 3 above, it shows that not all indicators that measure each latent variable have a loading factor value above 0.7. The next criteria are composite reliability and convergent validity (measured by the average variance extracted (AVE) value which is presented in Table 8 below. Composite reliability shows how well the construct is measured by predetermined indicators, which are said to be reliable if the value is above 0.7. Based on the composite reliability and Cronbach's alpha values presented in Table 8, all latent variables have a combined reliability value above 0.7 and Cronbach's alpha above 0.6. This means that the indicators that have been determined have been able to measure each latent variable (construct) well. In other words, based on the composite reliability value obtained, it shows that the measurement model is reliable. Convergent validity is better indicated by the higher correlation between indicators that compose a construct. In PLS studies, convergent validity is measured by AVE. The AVE value shows the average percentage of variance that construct items can explain. The minimum AVE value is 0.50, indicating that the convergent validity measure is good. The AVE values shown in Table 8 show that the five latent variables have AVE values above the minimum criteria, namely 0.5.
So, the Sensory Experience variable can explain an average of 66.9% of the variance of the three constituent indicators. Intellectual Experience variables can explain an average of 60.4% of the variance of the three constituent indicators. The Behavioral Experience variable can explain an average of 75.0%, the Trust variable explains 58.8%, and the Behavioral Loyalty variable explains 66%. Based on the discriminant validity results in Tables 9 and 10, it is known that all variables meet the discriminant validity criteria because the root AVE value is greater than the correlation between variables.

Structural Model
The structural model or also called the inner model, is a model that describes the relationship between latent variables, which is evaluated using the path coefficient, R-Square, and Effect size F2. The results of the path coefficient and t-statistic value were obtained through the bootstrapping process.

Structural Model Evaluation (Inner Model)
Structural model evaluation aims to predict the relationship between latent variables based on substantive theory, inner model analysis is carried out to ensure that the structural model built is robust and accurate. Inner model testing includes Coefficient of Determination (R2), Q2-Predictive Relevance, and Goodness of Fit (GoF).

R-Square (R2)
R-Square is used to measure the predictive power of the structural model. The correlation coefficient (R) value in the SPSS output can provide an idea of how strong the relationship between these variables is and to see the relationship between these variables the following table is used:  In the PLS model, the predictive ability is known from the Q-Square value. The higher the Q-Square value (close to 1), the better the model's ability to predict the relationship between variables. From Table 13, the Q-Square value can be calculated using R Square as follows:

Hypothesis Test
After fulfilling the outer model criteria and getting the results of the inner model indicators, we will continue with hypothesis testing through the Bootstraping menu contained in the Smartpls software. This hypothesis test uses (α) of 5% because this research is social research. The following are the results of the hypothesis test using the Bootstraping menu in the Smartpls software: To find out whether a hypothesis is accepted or rejected, it can be done by paying attention to the significant value between constructs, t-statistics, and p-values. In this way, the measurement estimates and standard errors are no longer calculated with statistical assumptions, but are based on empirical observations. In the bootstrap resampling method in this study, the hypothesis is accepted if the significance value of t-values is greater than 1.665 and or the value of p-values is less than 0.05, then Ha is accepted and Ho is rejected and vice versa. The following hypotheses are proposed: Based on Table 14, the following hypotheses can be concluded: 1. Behavioral Experience has a positive influence on Behavioral Loyalty of 0.102, has a tstatistic value of 0.545 where this value is smaller than 1.665 so that the first hypothesis cannot be accepted.  From this indirect effect it can be concluded: 1. There is a positive indirect effect between Behavioral Experience and Behavioral Loyalty of 0.114. This effect is weak because it is below 0.5. In addition, based on t-statistics, this effect is not significant.

There is a positive indirect effect between Intellectual Experience and Behavioral
Loyalty of 0.027. This influence is weak because it is below 0.5. In addition, based on tstatistics that this influence is not significant.
3. There is a positive indirect effect between Sensory Experience and Behavioral Loyalty of 0.206. This influence is weak because it is below 0.5. Based on the t-statistic that this effect is significant because the t-count is greater (>) than the t- The results of this study are by research from [23], which states that Customer Experience has no effect on Behavior Loyalty through Emotional Experience, and is not
Behavioral Experience on Brand Trust. How, because experience continues, it provides a better understanding of the interaction with iPhone product differentiation is needed so that it can be manipulated to improve product functions compared to competing products.

2.
That customers will buy products, fulfill their desires in the future and will buy the same product because they have personal experience, liking and compatibility with the product how: Provide opportunities for customers to communicate what happens to them in the future, both the desired product and their lifestyle and competitors.

3.
Sensory Experience on Brand Trust can be improved by: iPhone managers must consider customer feedback to create differentiating products from competitors and