FAKTOR-FAKTOR PEMBENTUK LOYALITAS MEREK PADA PENGGUNA PONSEL SMARTFREN
Journal Title: Jurnal Economia - Year 2016, Vol 12, Issue 2
Abstract
Abstract: Factors Affecting Brand Loyalty among Smartfren Customers. The purpose of this study was to analyze the effect of the dimensions of customer value and brand identification on brand loyalty and customer satisfaction as a mediating variable. A purposive sampling technique was adopted to collect 175 Smartfren customers. The results showed that: (1) the functional value has positive effect on customer satisfaction, (2) the emotional value has no effect on customer satisfaction, (3) social values has no effect on customer satisfaction, (4) brand identification has positive impact on customer satisfaction, (5) functional value has no effect on brand loyalty, (6) the emotional value has no effect on brand loyalty, (7) social value has positive effect on brand loyalty, (8) brand identification has no effect on brand loyalty, (9) customer satisfaction has positive effect on loyalty brand, (10) the functional value, emotional value, social value and brand identification simultaneous have no effect on brand loyalty with customer satisfaction as a mediating variable.
Authors and Affiliations
Aji Wira Tama, Wisnu Untoro
Keywords
Related Articles
- EP ID EP212883
- DOI 10.21831/economia.v12i2.10820
- Views 88
- Downloads 0
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