Brand Image and Brand Love as Mediation of Brand Experience on Brand Loyalty in Samsung Smartphone Customers

This study aims to determine the variables affecting consumer loyalty to a smartphone brand. For this reason, researchers use Samsung smartphones in Malang City as research objects. 160 responses were obtained using a nonprobability approach with a purposive sampling technique. The data was collecte...

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Bibliographic Details
Published in:	Jurnal Aplikasi Manajemen Vol. 22; no. 2; pp. 509 - 523
Main Authors:	Prasidha, Helmi Afif, Rohman, Fatchur, Sunaryo, Sunaryo
Format:	Journal Article
Language:	English
Published:	University of Brawijaya 01-06-2024
Subjects:	brand experience brand image brand love brand loyalty smartphone
Online Access:	Get full text
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Summary:	This study aims to determine the variables affecting consumer loyalty to a smartphone brand. For this reason, researchers use Samsung smartphones in Malang City as research objects. 160 responses were obtained using a nonprobability approach with a purposive sampling technique. The data was collected through a questionnaire, then analyzed using the Partial Least Square analysis tool and measured using a Likert scale. The results of this study found that brand experience has a significant effect on brand loyalty. Also, brand image and love are proven to mediate the impact of brand experience on brand loyalty partially. It is necessary to re-explore other independent variables related to cognitive aspects that directly affect loyalty to the same research object or other smartphone brands, such as brand ambassadors, self-congruity, celebrity endorsement, and other factors available.
ISSN:	1693-5241 2302-6332
DOI:	10.21776/ub.jam.2024.022.02.15