THE INFLUENCE OF BRAND IMAGE AND PRICE PERCEPTION ON CUSTOMER LOYALTY MEDIATED BY CUSTOMER SATISFACTION (Study of Samsung Smartphone Users among Students in Surabaya)

Agung Prabowo (Wijaya Kusuma University Surabaya)
Kristiningsih (Wijaya Kusuma University Surabaya)
Bambang Setyadarma (Wijaya Kusuma University Surabaya)

International Conference on Economics, Management, Business, and Accounting
Vol 1 No 1 (2024): International Conference on Economics, Management, Business, and Accounting Journ

Mature This all line in the world already is at in the era of digitalization . Digital technology does not only used For industry needs but also become primary human needs as tool For communicate even For Work . So that need will tool telecommunication specifically product smartphones are one of them high demand _ on the market . Marketing management research This want to test and see How level loyalty Samsung users as the best- selling smartphone product on the market specifically among students in Surabaya . Research purposes This is For know Satisfaction customer as variable mediation between image brand and perception price to loyalty customer . Research methods used _ is method quantitative , with a sample of students in Surabaya who use Samsung smartphones . Research result This that satisfaction customer influential significant in mediate between image brand and perception price to loyalty customer.