Pengaruh Kepribadian Merek dan Kepuasan terhadap Loyalitas Konsumen Ponsel Pintar

Abstract

At the rise of the 3rd millenium, the rate of the smartphone user has grown exponentially each year. It has now become a necessity for everyone to have a smartphone and the demand only increases with each passing year. This study was aimed to analyze the effect of brand personality and satisfaction on smartphone consumers’ loyalty. This study was conducted using cross sectional design. Convenience sampling method was used in the research process. Respondents were 100 smartphone’s consumers aged 18-24 years. Thus, valid sample of 76 respondents were used in the final analysis. Pearson correlation analysis was advocated to examine the association between brand personality, satisfaction, and loyalty. Multiple linear regression analysis was identify the effect of those variables on loyalty. The findings of this study were a significantly positive relationship between all dimensions of brand personality, satisfaction, and loyalty. Furthermore, it was shown that satisfaction and brand personality have a significantly positive influence on loyalty.