MEDIATION MODEL OF CUSTOMER LOYALTY SAMSUNG SMARTPHONE DURING PANDEMI COVID 19 USING WARP PLS

Didik Gunawan, Dedy Dwi Arseto

Abstract


This study aims to analyze the effect of innovation and features on customer loyalty mediated by customer satisfaction of Samsung smartphones. Respondents of this study were students of STIE BinaKarya who used Samsung smartphones. The results of hypothesis testing using SEM analysis with WarpPls show that innovation has no effect on customer satisfaction of Samsung smartphones, features affect customer satisfaction of Samsung smartphones, innovation has no effect on customer loyalty of Samsung smartphones, features have no effect on customer loyalty of Samsung smartphones, customer satisfaction affects customer loyalty smartphone Samsung, innovation affects customer loyalty Samsung smartphones mediated by customer satisfaction and features affect customer loyalty Samsung smartphones mediated by customer satisfaction. Based on these results, it is recommended that Samsung increase its smartphone product innovation, especially in the lower middle segment because many consumers consider Samsung to be stingy in innovation, especially during the Covid 19 pandemic, such as today where people's purchasing power has decreased sharply..

Keywords:Innovation, Features, Satisfaction, Loyalty, Smartphone


Full Text:

PDF

References


Adi Fida Rahman. (2020). Oppo Jadi Penguasa Pasar HP Indonesia di Q3 2020. https://inet.detik.com/business/d-5248191/oppo-jadi-penguasa-pasar-hp-indonesia-di-q3-2020

Chen, J. K. C., Batchuluun, A., & Batnasan, J. (2015). Services innovation impact to customer satisfaction and customer value enhancement in airport. Technology in Society. https://doi.org/10.1016/j.techsoc.2015.05.010

Daryanto & Setyobudi. (2014). Pelanggan dan Pelayanan Prima. Gava Media.

Daya beli masyarakat. (2020). https://www.kontan.co.id/tag/daya-beli-masyarakat

El-Adly, M. I. (2019). Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty. Journal of Retailing and Consumer Services. https://doi.org/10.1016/j.jretconser.2018.07.007

Ela Zakiya Muslichati, S. W. (2015). Pengaruh Kualitas Layanan Dan Inovasi Layanan Terhadap Kepuasan Konsumen Pada Rumah Sakit Buah Hati Kudus. Management Analysis Journal, 4(4), 341347. https://doi.org/10.15294/maj.v4i4.8887

Ergn, H. S., & Ku?cu, Z. K. (2013). Innovation Orientation, Market Orientation and e-Loyalty: Evidence from Turkish e-Commerce Customers. Procedia - Social and Behavioral Sciences. https://doi.org/10.1016/j.sbspro.2013.10.520

Flint, D. J., Blocker, C. P., & Boutin, P. J. (2011). Customer value anticipation, customer satisfaction and loyalty: An empirical examination. Industrial Marketing Management. https://doi.org/10.1016/j.indmarman.2010.06.034

Foroudi, P., Jin, Z., Gupta, S., Melewar, T. C., & Foroudi, M. M. (2016). Influence of innovation capability and customer experience on reputation and loyalty. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2016.04.047

Hapsari, R., Clemes, M. D., & Dean, D. (2017). The impact of service quality, customer engagement and selected marketing constructs on airline passenger loyalty. International Journal of Quality and Service Sciences. https://doi.org/10.1108/IJQSS-07-2016-0048

Khairul Fata, Mukhlis Yunus, M. S. A. M. (2015). Loyalitas Merek Handphone Samsung Di Banda Aceh. Jurnal Manajemen, 4(3), 131140.

Kim, M. K., Wong, S. F., Chang, Y., & Park, J. H. (2016). Determinants of customer loyalty in the Korean smartphone market: Moderating effects of usage characteristics. Telematics and Informatics. https://doi.org/10.1016/j.tele.2016.02.006

Kone?nik Ruzzier, M., Ruzzier, M., & Hisrich, R. (2014). Value, satisfaction and customer loyalty. In Marketing for Entrepreneurs and SMEs. https://doi.org/10.4337/9781781955970.00008

Kotler, P. (2012). Marketing management/Philip Kotler, Kevin Lane Keller. Pearson Education International.

Koutsothanassi, E., Bouranta, N., & Psomas, E. (2017). Examining the relationships among service features, customer loyalty and switching barriers in the Greek banking sector. International Journal of Quality and Service Sciences. https://doi.org/10.1108/IJQSS-02-2017-0013

Normasari, S. (2013). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Pelanggan, Citra Perusahaan Dan Loyalitas Pelanggan Survei padaTamu Pelanggan yang Menginap di Hotel Pelangi Malang. Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 6(2), 77767.

Nyadzayo, M. W., & Khajehzadeh, S. (2016). The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image. Journal of Retailing and Consumer Services. https://doi.org/10.1016/j.jretconser.2016.02.002

Pramudyo, A. (2012). Pengaruh Citra Merek Terhadap Loyalitas Melalui Kepuasan Sebagai Intervening ( Studi pada Mahasiswa Perguruan Tinggi Swasta di Yogyakarta ). JBMA, I(1), 116.

Prayoga, Arief Fajar, Yudi Priyadi., ST., M.T, Soeparwoto Dharmoputro., Ir., M. (2016). Pengaruh Fitur Chatting Dan Tawar Pada Aplikasi Shopee Terhadap Kepuasan Pelanggan. E-Proceeding of Management.

Sukarmen, P., Sularso, A., & Wulandari, D. (2015). Analisis Pengaruh Inovasi Produk Terhadap Kepuasan Konsumen Dengan Keunggulan Bersaing Sebagai Variabel Intervening Pada Produk Gula Pasir Sebelas (Gupalas) Pabrik Gula Semboro Ptp Nusantara XI (Persero). Jurnal Ekonomi Akuntansi Dan Manajemen, 12(2), 6479.

Wikhamn, W. (2019). Innovation, sustainable HRM and customer satisfaction. International Journal of Hospitality Management. https://doi.org/10.1016/j.ijhm.2018.04.009

Xu, X., Thong, J. Y. L., & Venkatesh, V. (2014). Effects of ICT service innovation and complementary strategies on brand equity and customer loyalty in a consumer technology market. Information Systems Research. https://doi.org/10.1287/isre.2014.0540

Yeh, Y.-P. (2015). Corporate social responsibility and service innovation on customer loyalty. International Journal of Bank Marketing. https://doi.org/10.1108/ijbm-09-2014-0130


Refbacks

  • There are currently no refbacks.