Prameswari, Meidya Ayu (2025) PENGARUH BRAND IMAGE, BRAND TRUST, DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN (Studi Pada Pengguna Smartphone Samsung di Wilayah Kota Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the influence of brand image, brand trust, and customer satisfaction on customer loyalty among Samsung smartphone users in Surabaya. The rapid development of technology and the growing smartphone market in Indonesia have led to intense competition among brands, making customer loyalty a crucial factor for business sustainability. The issue addressed in this research is the declining market share of Samsung despite its strong global reputation. This study uses a quantitative method with an associative approach. Data were collected through purposive sampling involving 100 respondents who are residents of Surabaya aged 18–32 and have purchased or used Samsung smartphones at least twice in the past 20 years. The data were analyzed using multiple linear regression through SPSS, including tests for validity, reliability, classical assumptions, and hypotheses. The results show that brand image, brand trust, and customer satisfaction each have a partial and significant positive effect on customer loyalty. Simultaneously, the three variables also have a significant effect on customer loyalty, with a contribution value of 83.7%. These findings indicate that brand image is the most dominant factor, and maintaining strong brand trust along with high customer satisfaction are key strategies for enhancing loyalty in a competitive market.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Meidya Ayu Prameswari | ||||||||
| Date Deposited: | 07 Jul 2025 04:35 | ||||||||
| Last Modified: | 07 Jul 2025 04:35 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/39258 |
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