Consumer loyalty of the millennial generation of BBK Electronics Corp smartphone products in the Sumbawa district

• Author(s): Agus Santoso ; Hartini
• Paper ID: 1703488
• Page: 15-22
• Published Date: 04-06-2022
• Published In: Iconic Research And Engineering Journals
• Publisher: IRE Journals
• e-ISSN: 2456-8880
• Volume/Issue: Volume 5 Issue 12 June-2022

Abstract

Research to examine the effect of product quality, price, and brand image on consumer satisfaction and consumer loyalty either direct or indirect influence where consumer satisfaction is an intervening variable. The population used is the millennial generation in the Sumbawa district, with a sample of 100 respondents. The data collection method used a questionnaire created with google form and distributed via WhatsApp. The data analysis tool uses SEM. The results of this study indicate that product quality has a positive and significant effect on consumer satisfaction, the price has no significant effect on consumer satisfaction, Brand Image has a positive and significant effect on consumer satisfaction, product quality has a positive and significant effect on consumer loyalty through customer satisfaction as an intervening variable, the price has no significant effect on consumer loyalty through consumer satisfaction as an intervening variable, Brand Image has a positive and significant effect on consumer loyalty through consumer satisfaction as an intervening variable. It can be concluded that product quality and brand image significantly affect the millennial generation in owning Oppo, Vivo, Realme, One Plus and Iqoo smartphones, thereby increasing satisfaction and loyalty to these products.

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Citations

IRE Journals:
Agus Santoso , Hartini "Consumer loyalty of the millennial generation of BBK Electronics Corp smartphone products in the Sumbawa district" Iconic Research And Engineering Journals Volume 5 Issue 12 2022 Page 15-22

IEEE:
Agus Santoso , Hartini "Consumer loyalty of the millennial generation of BBK Electronics Corp smartphone products in the Sumbawa district" Iconic Research And Engineering Journals, 5(12)