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PENGARUH BRAND IMAGE TERHADAP LOYALITAS KONSUMEN (Studi Deskriptif Kuantitatif Smartphone Samsung Pada Mahasiswa Fakultas Ilmu Sosial dan Humaniora Universitas Islam Negeri Sunan Kalijaga Yogyakarta)
This research investigates the influence of brand image on the loyalty of Samsung smartphone users among students at the Faculty of Social Sciences and Humanities, State Islamic University Sunan Kalijaga Yogyakarta. Brand image refers to consumers’ perceptions that include brand strength, distinctiveness, and superiority, while customer loyalty reflects the tendency to consistently repurchase a product. A quantitative method was applied, utilizing a survey distributed to 100 respondents selected through an accidental sampling technique. The validity and reliability of the data were tested using SPSS version 26. The findings reveal that brand image significantly affects customer loyalty, with a contribution rate of 75.8%. This suggests that the more favorable a brand is perceived, the stronger the consumer’s loyalty will be. These results highlight the strategic role of brand image management in maintaining customer retention, especially in the increasingly competitive smartphone industry.
FAKULTAS SAINS DAN TEKNOLOGI, UIN SUNAN KALIJAGA YOGYAKARTA
PENGARUH BRAND IMAGE TERHADAP LOYALITAS KONSUMEN (Studi Deskriptif Kuantitatif Smartphone Samsung Pada Mahasiswa Fakultas Ilmu Sosial dan Humaniora Universitas Islam Negeri Sunan Kalijaga Yogyakarta) (Text)
PENGARUH BRAND IMAGE TERHADAP LOYALITAS KONSUMEN (Studi Deskriptif Kuantitatif Smartphone Samsung Pada Mahasiswa Fakultas Ilmu Sosial dan Humaniora Universitas Islam Negeri Sunan Kalijaga Yogyakarta) (Other)
HTML Summary of #74326 PENGARUH BRAND IMAGE TERHADAP LOYALITAS KONSUMEN (Studi Deskriptif Kuantitatif Smartphone Samsung Pada Mahasiswa Fakultas Ilmu Sosial dan Humaniora Universitas Islam Negeri Sunan Kalijaga Yogyakarta)
658.8342 Consumer Behavior/Perilaku Konsumen