PENGARUH NILAI YANG DIRASA, KEPERCAYAAN MEREK
TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN
PADA PENGGUNA HANDPHONE SAMSUNG
ANDROID DI SURABAYA
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
ROCHIM, ABDUL
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2017-05-23 01:45:29
Abstract :
The increasingly tight competition in the mobile phone industry in Indonesia makes each company seeks to build and maintain customer loyalty. In this case the company is not only capable of providing a wide range of value or benefit to make customers choose the brand, but the company must also constantly making a variety of efforts to build brands and satisfy consumers. Currently the brand mobile Samsung android cell phone market leader in indonesia. It can be seen from the number of users increasing from year to year, but with the ever-increasing number of users of Samsung's android does not guarantee that they are satisfied with the product given Samsung, Therefore the aim of this research is to determine the correct influence percieved values, Brand trust, customer satisfaction and loyalty on a Samsung android Phone Users in Surabaya. The methods used in this research is quantitative methods for using primary data (questionnaire). This research was conducted in Surabaya, using SEM analysis tool of AMOS. With a total of 130 respondents. the results this research have been 4 hypothesis :H1 value where a significant positive effect on satisfaction, H2: trust the brand significant positive effects on loyalty, H3: not significant effect of satisfaction on loyalty, H4: satisfaction as a mediation between percieved value no significant effects with loyalty, this is due to different locations and objects on the previous research. In addition, the respondent therefore 130, some respondents also complained about the durability of the battery quickly discharged. Advice for company Samsung need to increase battery durability and power quality products Keywords: percieved values, Brand trust, satisfaction, loyalty
The increasingly tight competition in the mobile phone industry in Indonesia makes each company seeks to build and maintain customer loyalty. In this case the company is not only capable of providing a wide range of value or benefit to make customers choose the brand, but the company must also constantly making a variety of efforts to build brands and satisfy consumers. Currently the brand mobile Samsung android cell phone market leader in indonesia. It can be seen from the number of users increasing from year to year, but with the ever-increasing number of users of Samsung's android does not guarantee that they are satisfied with the product given Samsung, Therefore the aim of this research is to determine the correct influence percieved values, Brand trust, customer satisfaction and loyalty on a Samsung android Phone Users in Surabaya. The methods used in this research is quantitative methods for using primary data (questionnaire). This research was conducted in Surabaya, using SEM analysis tool of AMOS. With a total of 130 respondents. the results this research have been 4 hypothesis :H1 value where a significant positive effect on satisfaction, H2: trust the brand significant positive effects on loyalty, H3: not significant effect of satisfaction on loyalty, H4: satisfaction as a mediation between percieved value no significant effects with loyalty, this is due to different locations and objects on the previous research. In addition, the respondent therefore 130, some respondents also complained about the durability of the battery quickly discharged. Advice for company Samsung need to increase battery durability and power quality products Keywords: percieved values, Brand trust, satisfaction, loyalty
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