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All Journal JAM : Jurnal Aplikasi Manajemen
Helmi Afif Prasidha, Helmi Afif
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Decision Sciences, Operations Research & Management

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Brand Image and Brand Love as Mediation of Brand Experience on Brand Loyalty in Samsung Smartphone Customers Prasidha, Helmi Afif; Rohman, Fatchur; Sunaryo, Sunaryo
Jurnal Aplikasi Manajemen Vol. 22 No. 2 (2024)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2024.022.02.15

Abstract

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.
Co-Authors Fatchur Rohman Sunaryo Sunaryo