Mediation Analysis of Satisfaction on Consumer Loyalty of Branded Smartphones in Batam City
DOI:
https://doi.org/10.37385/ijedr.v5i2.4280Keywords:
Satisfaction, Loyalty, Consumer, Brand Image, Product QualityAbstract
The purpose and purpose of conducting this research is so that researchers and umkm can understand the effect of product quality, brand trust, brand image, perceived value and price on purchasing decisions and loyalty of branded smartphone consumers in Batam City and formulate managerial implications that are applied. The type of research used is a type of survey research based on the results of the questionnaire. This research uses quantitative methods. Based on the results of the study, it was found that there was a significant influence between service quality, brand trust, the price offered, and brand image on customer satisfaction. Then it was found that there was a significant influence between product quality on consumer loyalty mediated by customer satisfaction. It was also found that there was a significant influence between the satisfaction felt by consumers and the loyalty or loyalty given by consumers. And it was found that there was a significant influence between product quality, service quality, brand trust, price, and brand image on loyalty.
References
Astuti, N. L. G. S. D., Widhyadanta, I. G. D. S. A., & Sari, R. J. (2021). Pengaruh brand image dan brand awareness Lazada terhadap keputusan pembelian online. E-Jurnal Ekonomi dan Bisnis Universitas Udayana, 10(10), 897. https://doi.org/10.24843/eeb.2021.v10.i10.p07
Azizan, N. S., & Yusr, M. M. (2019). The influence of customer satisfaction, brand trust, and brand image towards customer loyalty. International Journal of Entrepreneurship and Management Practices, 2(7), 93–108. https://doi.org/10.35631/ijemp.270010
Dam, T. C. (2020). Influence of brand trust, perceived value on brand preference and purchase intention. Journal of Asian Finance, Economics and Business, 7(10), 939–947. https://doi.org/10.13106/jafeb.2020.vol7.no10.939
Diputra, I. G. N. A. W. M., & Yasa, N. N. K. (2021a). The influence of product quality, brand image, brand trust on customer satisfaction and loyalty. American International Journal of Business Management (AIJBM), 4(1), 25–34.
Diputra, I. G. N. A. W. M., & Yasa, N. N. K. (2021b). The influence of product quality, brand image, brand trust on customer satisfaction and loyalty. American International Journal of Business Management (AIJBM), 4(1), 25–34.
Engriani, Y., & Aulia, G. D. (2019). The effect of brand personality of electronic word of mouth on Wardah products with brand preference as an intervening variable. 97(Piceeba), 669–676. https://doi.org/10.2991/piceeba-19.2019.72
Farisi, S., & Siregar, Q. R. (2020). Pengaruh harga dan promosi terhadap loyalitas pelanggan pengguna jasa transportasi online di Kota Medan. Maneggio: Jurnal Ilmiah Magister Manajemen, 3(1), 148–159. https://doi.org/10.30596/maneggio.v3i1.4941
Hwang, S., Lee, M., Park, E., & del Pobil, A. P. (2021). Determinants of customer brand loyalty in the retail industry: A comparison between national and private brands in South Korea. Journal of Retailing and Consumer Services, 63, 102684. https://doi.org/10.1016/j.jretconser.2021.102684
Khoironi, T. A., Syah, H., & Dongoran, P. (2018). Product quality, brand image and pricing to improve satisfaction impact on customer loyalty. International Review of Management and Marketing, 8(3), 51–58.
Lestari, D. A., & Nurhadi, N. (2021). Pengaruh citra merek dan kualitas produk terhadap loyalitas merek produk kosmetik Wardah di Surabaya Selatan. Jurnal Menara Ekonomi: Penelitian dan Kajian Ilmiah Bidang Ekonomi, 7(2), 22–30. https://doi.org/10.31869/me.v7i2.2714
Nguyen, P. V., Le, H. M. P. T., & Bui, T. D. D. (2020). An empirical study of retailing loyalty in the stone industry. International Journal of Business Innovation and Research, 22(2), 157–180. https://doi.org/10.1504/IJBIR.2020.107836
Provazza, A. (2019). Smartphone. TechTarget Network.
Sadya, S. (2023). Pengguna smartphone Indonesia terbesar keempat dunia pada 2022. DataIndonesia.Id.
Subaebasni, S., Risnawaty, H., Wicaksono, A. A., Albadriyah Widsata, P. T., Straitliner Express, P. T., & Politeknik APP Jakarta Kemenperin. (2019). Effect of brand image, the quality and price on customer satisfaction and implications for customer loyalty PT Strait Liner Express in Jakarta. International Review of Management and Marketing, 9(1), 90–97.
Subiyantoro, A. T. (2021). The effect of service quality, convenience, price, product quality on satisfaction and customer loyalty funding PT Bank Mandiri in Surabaya. 5(09), 177–193.
Techpro. (2022). Sejarah awal mula smartphone. Techpro.
Tiasanty, L., & Sitio, A. (2020). Analysis of the effect of service quality, product quality and brand image on customer satisfaction and its implications on consumer loyalty Pt. Sharp Electronics Indonesia (Case Study At Karawang Sharp Direct Service Station). International Journal of Engineering Technologies and Management Research, 6(6), 197–212. https://doi.org/10.29121/ijetmr.v6.i6.2019.408
Wantara, P., & Tambrin, M. (2019a). The effect of price and product quality towards customer satisfaction and customer loyalty on Madura Batik. International Tourism and Hospitality Journal, 2(1), 1–9.
Wantara, P., & Tambrin, M. (2019b). The effect of price and product quality towards customer satisfaction and customer loyalty on Madura Batik. International Tourism and Hospitality Journal, 2(1), 1–9.
Wulur, L. M., Militina, T., & Achmad, G. N. (2020). Effect of service quality and brand trust on customer satisfaction and customer loyalty Pertamina Hospital Balikpapan. International Journal of Economics, Business and Accounting Research (IJEBAR), 4(01), 72–83. https://doi.org/10.29040/ijebar.v4i01.908
Yulisetiarini, D., Subagio, A., Paramu, H., & Irawan, B. (2017). Customer repurchase intention and satisfaction in online shopping. International Business Management, 11(1), 215–221. https://doi.org/10.36478/ibm.2017.215.221
Zakiah, N. (2021). 7 brand HP yang kuasai pasar Indonesia, banyak yang punya. IDN Times.
