<![CDATA[This study explores the key factors influencing customer loyalty within the competitive laptop market, with a specific focus on ASUS laptop users in the Jabodetabek region. The main goal is to assess how emotional and operational elements such as brand love, brand trust, customer service, and brand awareness impact customer loyalty, with perceived value acting as a mediating factor. This research contributes to the academic discourse by addressing theoretical gaps through the integration of emotional and functional aspects of brand-consumer relationships. It enhances the current understanding in brand management literature and offers practical insights for developing more effective customer retention strategies. Core concepts include emotional influences (brand love and trust), functional aspects (customer service and brand awareness), and the mediating role of perceived value, all of which are shown to be interrelated in fostering loyalty. The study offers actionable recommendations for ASUS and similar technology brands, highlighting the importance of strengthening emotional ties, building trust, and enhancing perceived value through focused marketing and service quality improvements. This comprehensive approach can deepen customer engagement and deliver a sustainable competitive edge in an increasingly dynamic market environment.]]>
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