Customer satisfaction and brand loyalty for the apple brand in batam city: understanding the influential factors

Delvin Lim (Universty Of International Batam, Indonesia)
Augustino Sanduo (University Of International Batam,Indonesia)
Jason Andrian (University Of International Batam, Indonesia)
Jeffrey Andrian (University Of International Batam)
Vincentius Junior Samudra (University Of International Batam, Indonesia)

International Journal of Applied Finance and Business Studies
Vol. 11 No. 2 (2023): September : Applied Finance and Business Studies

Customer satisfaction and brand loyalty are key determinants of business success in today’s competitive market. With the rapid growth of technology brands, such as Apple, understanding the factors that influence customer satisfaction and brand loyalty is essential. The purpose of this study aims to explore those influential factors that contribute to customer satisfaction and brand loyalty towards Apple brand in Batam city. The research methodology employed a quantitative approach, distributed forms to a sample of 404 respondents. The data collected was subsequently analyzed and processed using SEM with SPSS AMOS. The findings of this study indicate that all independent variables exhibit positive effects on customer satisfaction variable. Furthermore, customer satisfaction demonstrates a positive and significant impact on brand loyalty. These outcomes are expected to contribute significantly to both official and unofficial stores of apple products in Batam city in dealing with their marketing strategies.