Pengaruh Brand Equity Terhadap Customer Satisfaction Pengguna Smartphone Samsung Di Indonesia

Seffira Novianti, Indira Rachmawati

Abstract

Abstrak Perkembangan teknologi di Indonesia memiliki pertumbuhan yang pesat termasuk pada sektor smartphone. Persaingan dengan perkembangan teknologi mengakibatkan perusahaan smartphone menjadi berkembang dengan memberikan produk dan layanan yang menarik dan sesuai dengan kebutuhan konsumen. Oleh karena itu pengalaman pengguna yang baik terhadap smartphone yang digunakan, adalah salah satu tantangan yang harus diperhatikan perusahaan untuk menciptakan kepuasan pelanggan saat ini. Penelitian ini bertujuan untuk mengetahui pengaruh brand equity terhadap customer satisfaction. Objek pada penelitian ini yaitu smartphone Samsung dan populasi penelitian ini yaitu pengguna smartphone Samsung di Indonesia dengan sampel sebanyak 400 responden. Teknik sampling yang digunakan adalah non-probability sampling dengan jenis purposive sampling. Berdasarkan hasil penelitian yang dilakukan brand loyalty, perceived quality, brand awareness, brand association, dan customer satisfaction pada dimensi brand equity (brand loyalty, perceived quality, brand awareness, dan brand association) berpengaruh secara positif dan signifikan terhadap customer satisfaction. Kata kunci: brand equity, customer satisfaction, smartphone. Abstract Technology in Indonesia develops rapidly, this includes the development in smartphone sector. Smartphone companies grow by providing interesting products and services which cater to consumer’s needs. Therefore, the number one challenge that those companies need to pay attention to nowadays is how they can get positive feedbacks regarding consumer’s experience with the smartphone they are using. This research is conducted to find out the influence of brand equity toward customer satisfaction. The object of this research is Samsung’s smartphone and the population of this research is Samsung’s smartphone users in Indonesia, with a total of sample as many as 400 respondents. The sampling technique applied is nonprobability sampling with purposive sampling type. According to the observation that is done on brand loyalty, perceived quality, brand awareness, brand association, and customer satisfaction toward brand equity dimension (brand loyalty, perceived quality, brand awareness, and brand association) have a positive and significant influence toward customer satisfaction. Keywords: brand equity, customer satisfaction, smartphone.

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