Analisis Faktor-Faktor Brand Loyalty Smartphone Samsung di Sidoarjo
Abstract
The rapid advancement of communication technology is characterized by a huge number of requests for various sorts of communication tools, resulting in increased rivalry in communication products such as smartphones. On the market, there are numerous smartphone brands. As a result, Samsung smartphones have a large market share. This study aimed to analyze how Brand Personality, Brand Love, and Brand Experience affect Samsung Smartphone Brand Loyalty in Sidoarjo Regency. This study employed a quantitative approach, with 90 respondents and a total of 90 samples evaluated. The sampling method employed a non-probability approach with a purposive sampling strategy, in which the sample was chosen depending on the researcher's criteria.The data processing technique used was Partial Least Square (PLS). The results revealed that (1) brand personality has no significant effect on brand loyalty, (2) brand love has a significant positive effect on brand loyalty on Samsung smartphones, (3) brand experience significant positive effect on brand experience on Samsung smartphones.
Keywords
Full Text:
PDFReferences
Adha, R. N., Qomariah, N., & Hafidzi, A. H. 2019. Pengaruh Motivasi Kerja , Lingkungan Kerja , Budaya Kerja Terhadap Kinerja Karyawan Dinas Sosial Kabupaten Jember. Jurnal Penelitian Ipteks, 4(1), 47–62.
Aliami, S., Samari, & Faisol. 2022. Faktor Internal Dan Eksternal Perilaku Konsumen : Fenomena Dalam Keputusan Membeli Pada Rumah Makan Keboen Rodjo Kediri. Efektor, 9(1), 35–47.
Azzahra, A. 2021. Pengaruh Brand Ambassador Korea Dan Promosi Penjualan Terhadap Minat Beli Konsumen Clio Professional. Politeknik Negeri Jakarta.
Ernanda, N. S. A. 2019. Pengaruh brand personality terhadap brand awareness, brand trust, dan brand loyalty sepatu olahraga brand adidas di surabaya. Calyptra: Jurnal Ilmiah Mahasiswa Universitas Surabaya, 8(1), 936–952.
Hadiatini, S., Khotmi, H., & Hadi, K. 2022. Persepsi Nasabah Terhadap Pembiayaan Murabahah Dalam Pengembangan Umkm (Studi Kasus Pada Bank Bsi Mataram Hasanuddin). Jurnal Ekonomi & Ekonomi Syariah, 5(2), 2606–2616.
Irania, P. 2021. Pengaruh Viral Marketing Dan Food Quality Terhadap Keputusan Pembelian Ulang Dalam Perspektif Ekonomi Islam (Studi Kasus Pada Ngik n Yuk Bandar Lampung). Universitas Islam Negeri Raden Intan Lampung.
Kusuma, A. H. P., Sudirman, A., Purnomo, A., & Aisyah, S. (2020). Brand Management: Esensi, Posisi dan Strategi. Yayasan Kita Menulis.
Mahuda, F. D. 2018. Pengaruh Brand Personality Dan Brand Trust Terhadap Keputusan Pembelian (Studi Kasus Butik Meccanism). AL-INFAQ: Jurnal Ekonomi Islam, 9(2), 98–112.
Manalu, G. E. S. 2020. Strategi pemasaran melalui analisis swot pada usaha penginapan guest house jangga house. Politeknik Wilmar Bisnis Indonesia Deli Serdang.
Mardhiyah, K. A., Rahayu, S., & Astuti, T. 2021. Pengaruh Brand Experience Dan Kualitas Layanan Terhadap Loyalitas Pelanggan : Peran Kepuasan Pelanggan Sebagai Variabel Mediasi (Studi Kasus pada Pelanggan GoFood di Kota Semarang). Diponegoro Journal Of ManagemenT, 10.
Mei, A., Rahayu, N. K., & Ritonga, R. 2021. Pengaruh Brand Reputation dan Brand Experience terhadap Trust in a Brand serta Pengaruhnya pada Loyalitas Pelanggan. WARTA: Ikatan Sarjana Komunikasi Indonesia, 4(01), 44–50.
Nuruni, I. K., Wilma, C. I., & Maizatul A. 2020. Costumer Loyalty On Mobile Banking Usage In The New Normal Area. Jurnal Management & Entre preneurship
Putri, B. Y. A., Yanuar, T., & Hilmy, M. R. 2021. Pengaruh Komunikasi Sosial Media Firm Created Content Dan User Generated Content, Word Of Mouth Terhadap Brand Image Dan Brand Attitude Pelanggan Klinik Kehamilan Sehat. Jurnal Ilmiah Permas: Jurnal Ilmiah STIKES Kendal, 11, 631–640.
Putri, & Deniza. 2018. Pengaruh Brand Awareness Dan Brand Loyalty Terhadap Keputusan Pembelian Produk Chicken Nugget Fiesta Di Kota Padang. Jurnal Agrica, 11(2), 70–78. http://ojs.uma.ac.id/index.php/agrica
Suhaemi, M. 2021. The Effect Brand Love And Brand Personality On Brand Loyalty (Study On Member Fans Club Football Manchester United In Indonesia). International Journal of Economics, Management, Business and Social Science (IJEMBIS), 1(2), 209–218.
Yobeanto, K. L. 2020. Pengaruh Brand Experience Melalui Customer Satisfaction Dan Brand Trust Terhadap Brand Loyalty Pada Merek Smartphone Samsung. Agora, 8(2).
DOI: http://dx.doi.org/10.33087/ekonomis.v6i2.622
Refbacks
- There are currently no refbacks.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Ekonomis: Journal of Economics and Business Published by Lembaga Penelitian dan Pengabdian kepada Masyarakat |
