FACTORS AFFECTING CUSTOMER SATISFACTION AND CONSUMER LOYALTY TO SAMSUNG GALAXY A SERIES BRAND SMARTPHONE PRODUCTS IN JOMBANG
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Institusion
Universitas Darul ulum
Author
Ernanda Febriarto Samsun Hadi, Nanda
Subject
HB Economic Theory
Datestamp
2022-09-29 03:52:43
Abstract :
The purpose of this study was to determine the factors that influence consumer satisfaction and consumer loyalty to the Samsung Galaxy A Series smartphone product in the people of Jombang Regency.The population in this study was the entire community of Jombang Regency who used the Samsung Galaxy A Series smartphone, the sample used in this study was 50 respondents. The data in this study are primary data obtained from the questionnaire. Data analysis includes validation test, reliability test, simultaneous test (f test),partial test (t test), multiple linear regression test, and test of determination (R2). ResultsIndependent variables including Brand Image, Product Quality and Product Price have a positive and significant simultaneous effect on consumer satisfaction and consumer loyalty of the Samsung Galaxy A Series. Brand Image has no effect on consumer satisfaction and consumer loyalty of the Samsung Galaxy A Series. Product quality has a positive and significant effect on consumer satisfaction and consumer loyalty of the Samsung Galaxy A Series. Product price has a positive and significant effect on consumer satisfaction and consumer loyalty of the Samsung Galaxy A Series. Research resultThis also proves that the product price variable has the most dominant influence on consumer satisfaction and loyalty to the Samsung Galaxy Series A smartphone product.
The purpose of this study was to determine the factors that influence consumer satisfaction and consumer loyalty to the Samsung Galaxy A Series smartphone product in the people of Jombang Regency.The population in this study was the entire community of Jombang Regency who used the Samsung Galaxy A Series smartphone, the sample used in this study was 50 respondents. The data in this study are primary data obtained from the questionnaire. Data analysis includes validation test, reliability test, simultaneous test (f test),partial test (t test), multiple linear regression test, and test of determination (R2). ResultsIndependent variables including Brand Image, Product Quality and Product Price have a positive and significant simultaneous effect on consumer satisfaction and consumer loyalty of the Samsung Galaxy A Series. Brand Image has no effect on consumer satisfaction and consumer loyalty of the Samsung Galaxy A Series. Product quality has a positive and significant effect on consumer satisfaction and consumer loyalty of the Samsung Galaxy A Series. Product price has a positive and significant effect on consumer satisfaction and consumer loyalty of the Samsung Galaxy A Series. Research resultThis also proves that the product price variable has the most dominant influence on consumer satisfaction and loyalty to the Samsung Galaxy Series A smartphone product.
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