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All Journal International Journal Of Science, Technology & Management (IJSTM)
Geuna Tahta Archella Ardhani, Hablya
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Aerospace Engineering Agriculture, Biological Sciences & Forestry Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Education Electrical & Electronics Engineering Energy Engineering Industrial & Manufacturing Engineering Mechanical Engineering Transportation

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The Influence of Customer Satisfaction on Brand Loyalty Trough Brand Love in Samsung Smartphone Users Suyanto, Suyanto; Geuna Tahta Archella Ardhani, Hablya
International Journal of Science, Technology & Management Vol. 6 No. 1 (2025): January 2025
Publisher : Publisher Cv. Inara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46729/ijstm.v6i1.1267

Abstract

This study investigates the impact of customer satisfaction on brand loyalty, with brand love as a mediating factor, among Samsung smartphone users at the University of Darussalam Gontor. In the competitive smartphone market, customer satisfaction alone often falls short in driving brand loyalty, highlighting the critical role of emotional connections like brand love. Using a quantitative approach, data were gathered from 171 respondents through purposive sampling and analyzed using path analysis in SPSS. Findings reveal that customer satisfaction significantly influences brand love but not brand loyalty directly, while brand love strongly impacts brand loyalty and effectively mediates the relationship. The study underscores the importance of brand love in fostering loyalty, offering theoretical insights and practical strategies for companies to strengthen emotional bonds with consumers.
Co-Authors Suyanto Suyanto