Factors Affecting Brand Loyalty among Smartfren Customers

Aji Wira Tama; Wisnu Untoro

doi:10.21831/economia.v12i2.10820

Factors Affecting Brand Loyalty among Smartfren Customers

Aji Wira Tama, Universitas Sebelas Maret Surakarta, Indonesia
Wisnu Untoro, Universitas Sebelas Maret Surakarta, Indonesia

10.21831/economia.v12i2.10820

Abstract

Abstract: Factors Affecting Brand Loyalty among Smartfren Customers. The purpose of this study was to analyze the effect of the dimensions of customer value and brand identification on brand loyalty and customer satisfaction as a mediating variable. A purposive sampling technique was adopted to collect 175 Smartfren customers. The results showed that: (1) the functional value has positive effect on customer satisfaction, (2) the emotional value has no effect on customer satisfaction, (3) social values has no effect on customer satisfaction, (4) brand identification has positive impact on customer satisfaction, (5) functional value has no effect on brand loyalty, (6) the emotional value has no effect on brand loyalty, (7) social value has positive effect on brand loyalty, (8) brand identification has no effect on brand loyalty, (9) customer satisfaction has positive effect on loyalty brand, (10) the functional value, emotional value, social value and brand identification simultaneous have no effect on brand loyalty with customer satisfaction as a mediating variable.

Keywords: Customer value, brand identification, customer satisfaction, brand loyalty

Abstrak: Faktor-Faktor Pembentuk Loyalitas Merek pada Pengguna Ponsel Smartfren. Penelitian ini bertujuan menguji pengaruh dimensi dari nilai pelanggan dan identifikasi merek terhadap loyalitas merek dengan kepuasan pelanggan sebagai variabel mediasi. Penelitian ini menggunakan teknik purposive sampling dengan jumlah sampel sebanyak 175 responden pada pelanggan Smartfren. Hasil penelitian menunjukkan bahwa (1) nilai fungsional berpengaruh positif terhadap kepuasan pelanggan, (2) nilai emosional tidak berpengaruh terhadap kepuasan pelanggan, (3) nilai sosial tidak berpengaruh terhadap kepuasan pelanggan, (4) identifikasi merek berpengaruh positif terhadap kepuasan pelanggan, (5) nilai fungsional tidak berpengaruh terhadap loyalitas merek, (6) nilai emosional tidak berpengaruh terhadap loyalitas merek, (7) nilai sosial berpengaruh terhadap loyalitas merek, (8) identifikasi merek tidak berpengaruh terhadap loyalitas merek, (9) kepuasan pelanggan berpengaruh positif terhadap loyalitas merek, (10) nilai fungsional, nilai emosional, nilai sosial dan identifikasi merek tidak terbukti berpengaruh secara simultan terhadap loyalitas merek dengan kepuasan pelanggan sebagai variabel mediasi.

Kata kunci: Nilai pelanggan, identifikasi merek, kepuasan pelanggan, loyalitas merek

Keywords

Customer value; brand identification; customer satisfaction; brand loyalty

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DOI: https://doi.org/10.21831/economia.v12i2.10820