Pengaruh Brand Attitude, Brand Quality, dan Brand Value terhadap Brand Loyalty Smartphone Samsung di Bekasi
DOI:
https://doi.org/10.32493/jpkpk.v6i1.23624Keywords:
Brand Attitude, Brand Quality, Brand Value, Brand LoyaltyAbstract
Penelitian ini bertujuan untuk menguji pengaruh Brand Attitude, Brand Quality, dan Brand Value terhadap Brand Loyalty. Data dikumpulkan menggunakan kuesioner online dengan sample sebanyak 166 responden. Hasilnya menunjukan bahwa Brand Attitude berpengaruh positif terhadap Brand Loyalty, Brand Quality berpengaruh positif terhadap Brand Loyalties, dan Brand Value berpengaruh positif terhadap brand Loyalty, Banyak pelanggan menggemari smartphone Samsung karena memiliki keunggulan sehingga dapat dengan mudah memikat pelanggan. Penelitian ini memiliki keterbatasan yaitu hanya memiliki 166 responden sehingga sulit untuk digeneralisasi. Alat analisis yang digunakan pada penelitian ini adalah Structural Equation Model (SEM). Untuk penelitian selanjutnya diharapkan menambah variabel lain yang belum digunakan dalam penelitian ini agar berguna bagi perusahaan dan memperkaya hasil penelitian.
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