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All Journal Transformasi: Journal of Economics and Business Management Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen Dan Bisnis RESLAJ: Religion Education Social Laa Roiba Journal Tamilis Synex: Multidimensional Collaboration
Unik Dwi Lestari
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Journal : Transformasi: Journal of Economics and Business Management

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Pengaruh Brand Experience, Price, terhadap Customer Satisfaction dan Customer Loyalty Pengguna Smartphone Oppo Fajar Swantantra Nata; Unik Dwi Lestari
Transformasi: Journal of Economics and Business Management Vol. 3 No. 4 (2024): Desember : Journal of Economics and Business Management
Publisher : Universitas 17 Agustus 1945 Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56444/transformasi.v3i4.2150

Abstract

The rapid development of information and communication technology has caused significant changes to people's lives, especially in terms of communication. People's needs in this era of globalization in the form of smartphones are high because technology continues to experience development. This study aims to determine the effect of Brand Experience, Price and Customer Satisfaction, on Oppo Smartphone Customer Loyalty. In this study, the population studied was all people who bought and used an Oppo smartphone. The sample in this study amounted to 200 people using a purposive sampling technique. The data is then processed using the Lisrel Structural Equation Model (SEM) method. Based on the test results, it is known that Brand Experience has an effect on Customer Satisfaction. Price has no effect on Customer Satisfaction. Brand Experience has no effect on Customer Loyalty. Price has an effect on Customer Loyalty. Customer Satofaction has no effect on Customer Loyalty.
Co-Authors Alanbachtiar Rizky Suwandhi Diana Dwi Tanti Egi Supriatna Fadhil Fitroh Setiawan Fajar Swantantra Nata Fanesya Yul Fani Michael Gunawan Hasli Muvinna Adnal Haq Ratna Indah Komalasari Rojuaniah Rojuaniah Tantri Yanuar Rahmat Syah Widia Apriani