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All Journal International Journal of Evaluation and Research in Education (IJERE) JDM (Jurnal Dinamika Manajemen) Media Ekonomi dan Manajemen Jurnal Ilmiah Mahasiswa FEB Managament Insight: Jurnal Ilmiah Manajemen JPBM (Jurnal Pendidikan Bisnis dan Manajemen) ETTISAL Journal of Communication Al Tijarah Jurnal Bisnis dan Manajemen JURNAL DINAMIKA MANAJEMEN DAN BISNIS Jurnal Organisasi Dan Manajemen Jurnal Analisis Bisnis Ekonomi SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Jurnal Bisnis Terapan Jurnal Review Pendidikan dan Pengajaran (JRPP) Jurnal Bisnis Dan Kajian Strategi Manajemen Jurnal Riset Bisnis dan Manajemen Abdimasku : Jurnal Pengabdian Masyarakat Community Development Journal: Jurnal Pengabdian Masyarakat Journal of Educational Review and Research Jurnal Terapan Manajemen dan Bisnis Jurnal Kependidikan: Jurnal Hasil Penelitian dan Kajian Kepustakaan di Bidang Pendidikan, Pengajaran dan Pembelajaran Bisnis Net : Jurnal Ekonomi dan Bisnis Jurnal Kajian Pariwisata PESAGI (Jurnal Pendidikan dan Penelitian Sejarah) International journal of education and learning Jurnal ADAM : Jurnal Pengabdian Masyarakat NUSANTARA: Jurnal Pengabdian Kepada Masyarakat Jurnal Pengabdian Masyarakat Bhinneka Jurnal Manajemen dan Pemasaran Jasa Indonesian Management and Accounting Research JURNAL PENGABDIAN PENDIDIKAN MASYARAKAT (JPPM) Dedikasi Nusantara: Jurnal Pengabdian Masyarakat Pendidikan Dasar Research Horizon Jurnal Cendekia Mengabdi Berinovasi dan Berkarya Journal of Community Empowerment Jurnal Analisis Bisnis Ekonomi
Angga Pandu Wijaya, Angga Pandu
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Journal : Research Horizon

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Customer Risk Aversion and Attitude as Predictors of Smartphone Brand Loyalty Hadibrata, Damar Buana; Wijaya, Angga Pandu
Research Horizon Vol. 5 No. 3 (2025): Research Horizon - June 2025
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/rh.5.3.2025.661

Abstract

Brand loyalty is crucial in the highly competitive smartphone market, where consumer preferences rapidly evolve. There are still not many studies that link brand loyalty to consumer risk aversion, so further research is needed. This study aims to examine the effect of risk aversion and customer attitudes on brand loyalty, with brand trust as a mediating factor, among Samsung smartphone users in Semarang, Indonesia. A quantitative approach was employed, collecting survey data from 217 respondents using purposive sampling. The data that has been obtained is analyzed using SmartPLS 4.1. The results of the study show that risk aversion, customer attitude, and brand trust have a positive and significant effect on brand loyalty. In addition, risk aversion and customer attitude have been proven to have an effect on brand loyalty through brand trust. These findings underscore the critical role of brand trust in fostering loyalty. Smartphone companies should prioritize trust-building strategies, such as consistent quality, reliable after-sales service, and interactive social media engagement, to enhance consumer loyalty.
Co-Authors Agung Yuniarinto Agung Yuniarinto Anggraeni, Liza Dwi Annisa, Intan Tri Arief Yulianto Arief Yulianto Aufaa Afiffah Ainii Bayu Bagas Hapsoro Bayu Wiratama, Bayu Bogy Febriatmoko Bogy Febriatmoko Bogy Febriatmoko Dewi, Rara Hayu Noro Karti Sari Djoko Widodo Dorojatun Prihandono Edy Suryanto Eko Handoyo Endang Sutrasmawati Erisa Aprilia Wicaksari Hadibrata, Damar Buana Heru Dwi Prasetya Ida Nur Aeni Intan Tri Annisa Irnin Miladdyan Airyq Ismail, Norain Kris Brantas Abiprayu, Kris Brantas Made Virma Permana Made Virma Permana Maulida, Syaefa Habsyah Nur Maulida, Syakila Murtadlo, Muhammad Nukha Nasrun Nasrun Nina Oktarina NINING WAHYUNINGSIH Nurdian Susilowati Nurul Kamilia Permana, Dian Fithra Plangsorn, Boonrat Prananta, Widya Prasetyo, Ega Prihandono, Dorojatun Puspita, Amanda Dewi Putit, Lennora Rawi, Fauziana Fauzi @ Mat Retno Sri Purwanti Rini Setyo Witiastuti S. . Martono Slamet Lestari Soleha, Euis Sulistyawati Sulistyawati Susmy Lianingsih Suwito Eko Pramono Umi Salamah Uswatun Hasanah Vini Wiratno Putri Vitradesie Noekent, Vitradesie Wahyono Wahyono Wibowo, Rizky Tri Widya Prananta Widya Prananta