E-Jurnal Manajemen Trisakti School of Management (TSM)
Vol. 5 No. 4 (2025): E-Jurnal Manajemen Trisakti School of Management (TSM)

PENINGKATAN PANGSA PASAR PADA PERUSAHAAN SMARTPHONE MELALUI BRAND LOYALTY

NURUL FADHILA, AMELIA (Unknown)
NUNO SUTRISNO (Unknown)

Article Info

Publish Date
16 Feb 2026

Abstract

This research aims to determine the effect of Brand Experience to Brand Loyalty Smartphone in Bekasi through Brand Satisfaction and Brand Trust. The research design used is causality research. Where each variable are measured with 5 points Likert Scale. Primary data for this research were gathered by questionnaire. Purposive Sampling was used in this study, with 260 respondents. WarpPLS SEM 7.0 is the tool use for processing of research data. The results of this research show that Brand Experience have an influence of Brand Loyalty through Brand Satisfaction and Brand Trust. This research will offer insights and recommendations to smartphone companies, particularly Apple.Inc with iPhone product which is the object of this research, is capable of gaining market share in Indonesia’s smartphone sector.

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Journal Info
E-Jurnal Manajemen Trisakti School of Management (TSM)
Website

Abbrev

EJMTSM

Publisher

Sekolah Tinggi Ilmu Ekonomi Trisakti

Subject

Economics, Econometrics & Finance Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

Description

E-Jurnal Manajemen Trisakti School Management (TSM) is biannual publication issued in the month of March, June, September, and December. E-Jurnal Manajemen TSM is a scientific journal which prioritizes the publication of articles (research and non-research based) regarding to management issues ...