Analysis of Satisfaction Relationship Model and Customer Loyalty in Marketing Smartphone Brand X

DOI

10.2991/assehr.k.201014.165How to use a DOI?

Keywords

Brand Image, Price Perception, Product Quality, E-commerce, Interpersonal Communication, Customer Satisfaction, Customer Loyalty, SEM

Abstract

Smartphone Brand X is one of the smartphone brands from China which in the third quarter of 2019 had the second largest market share in Indonesia and it surprised competitors and consumers. The researcher made a model to measure customer satisfaction and loyalty towards users of the Brand X Smartphone products. The aim of this study is to determine the factors that influence satisfaction with the brand smartphone customer loyalty. The research method uses Structural Equation Modeling (SEM) tools, collecting data based online with the Google Form sample platform collected as many as 170 by conducting two stages of the Measurement and Structural Model tests. The results show that brand image on customer satisfaction has a negative effect and not significant (est. Std. Regression weight = −0.168). Price perception on customer satisfaction also has a positive effect but not significant (est. Regression weight = 0.208), product quality on customer satisfaction has a positive effect too and not significant (est. Std. Regression weight = 0.541). e-commerce on customer satisfaction has a positive effect but not significant effect (est. Std. Regression weight = 0.403). Interpersonal communication on customer satisfaction has a positive effect and not significant (est. Std. Regression weight = 0.434). Customer satisfaction on customer satisfaction has a positive effect and not significant with (est. Std. Regression weight = 0.890).

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Minto Waluyo
AU  - Nur Rahmawati
AU  - Kinanti Resmi Hayati
AU  - Mohammad Rachman Waluyo
PY  - 2020
DA  - 2020/10/15
TI  - Analysis of Satisfaction Relationship Model and Customer Loyalty in Marketing Smartphone Brand X
BT  - Proceedings of the 3rd International Conference on Social Sciences (ICSS 2020)
PB  - Atlantis Press
SP  - 763
EP  - 766
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.201014.165
DO  - 10.2991/assehr.k.201014.165
ID  - Waluyo2020
ER  -