The purpose of the research in this thesis is to investigate whether consumer
devotion to a certain brand exists in Indonesia, particularly in Jogjakarta and to
investigate whether the antecedents creating the devotion are the same in
Indonesia and the one globally.
The research methods were using case study approach with literature review,
focus group discussion, and observations, and this research use purposive
sampling. The data was then analyzed using content analysis.
From the analyzed data it can be concluded in a whole that customer
devotion has already begun to be formed among the Mac Users in Jogjakarta but
some antecedents have not yet been successfully sacralized. Other successfullysacralized
antecedents have developed into affective commitment. Some of the
informants have shown the devotion the brand while some others have not.