LOYALITAS MEREK MELALUI PENGALAMAN MEREK DAN NILAI PELANGGAN SMARTPHONE XIAOMI
Abstract
The competition between smartphone manufacturers is getting tougher along with the increasing demand for smartphones. Brand loyalty is important for companies because it can predict future purchases. This study aims to determine the effect of brand experience on the loyalty of the Xiaomi smartphone, to determine the effect of customer value on the Xiaomi smartphone brand loyalty, and to determine the effect of brand experience and customer value on Xiaomi smartphone brand loyalty. This causality quantitative study used a survey method with a close questionnaire instrument distributed online to 300 respondent. Through multiple linear regression, t test and F test analysis, it was found that brand experience and customer value both partially and simultaneously affecedt Xiaomi smartphone brand loyalty. This proves that manufacturers should pay more attention to brand experience and customer value to strengthen the brand equity and increase in sales.
References
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[32] “Xiaomi Jadi Smartphone Nomor 1 di Indonesia di Q2 2021 detik.” .
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[2] “Meaning & Definition for UK English | panic.” .
[3] A. satria Hadi, “Pengaruh Paparan, Afinitas, dan Ketergantungan Terhadap Perilaku Pembelian Ulang Konsumen,” Modus, vol. 32, no. 1, pp. 66–79, 2020.
[4] N. M. Suki, “Students’ dependence on smart phones: The influence of social needs, social influences and convenience,” Campus-Wide Inf. Syst., vol. 30, no. 2, pp. 124–134, 2013, doi: 10.1108/10650741311306309.
[5] OLD, “Digital 2021: Global Overview Report — DataReportal – Global Digital Insights,” Kepios Pte. Ltd., We Are Social Ltd. and Hootsuite Inc. 2021.
[6] E. I. Amalia, “Ada 6,1 Milyar Pengguna Smartphone di 2020,” Medcom.Id. 2015.
[7] Statista, “Indonesia: smartphone users 2026 | Statista,” Statista. p. Number of smartphone users from 2016 to 2021, 2021.
[8] G. Tiyasherlinda and I. Novitaningtyas, “Brand Experience, Brand Commitment, and Brand Loyalty of Xiaomi Smartphone Users in Magelang,” Int. J. Mark. Hum. Resour. Res., vol. 2, no. 4, pp. 189–196, 2021, doi: 10.47747/ijmhrr.v2i4.350.
[9] S. Sirait et al., “Selection of the Best Administrative Staff Using Elimination Et Choix Traduisant La Realite (ELECTRE) Method,” in Journal of Physics: Conference Series, 2021, vol. 1933, no. 1, p. 12068.
[10] “Customer loyalty _ how to earn it, how to keep it _ Griffin, Jill _ Free Download, Borrow, and Streaming _ Internet Archive.” .
[11] S. Rahayu and M. Harsono, “Kepercayaan Merek Dan Brand Affect Sebagai Anteseden Dari Loyalitas Merek,” Media Ekon., vol. 18, no. 1, p. 9, 2018, doi: 10.30595/medek.v18i1.2409.
[12] “Strategi promosi yang kreatif & analisis kasus integrated marketing communication _ Freddy Rangkuti _ OPAC Perpustakaan Nasional RI.” .
[13] dwi kartini yahya, “Perilaku konsumen / John C, Mowen, Michael Minor ; alih bahasa, Dwi Kartini Yahya | OPAC Perpustakaan Nasional RI.” p. 202, 2002.
[14] K. Matzler, S. Grabner-Kräuter, and S. Bidmon, “Risk aversion and brand loyalty: The mediating role of brand trust and brand affect,” J. Prod. Brand Manag., vol. 17, no. 3, pp. 154–162, 2008, doi: 10.1108/10610420810875070.
[15] W. B. Anggoro, S. Suliyanto, and R. Rahab, “Pengaruh Pengalaman Merek Terhadap Kesetiaan Merek Dimediasikan Oleh Kecintaan Merek, Kepercayaan Merek, Dan Keterkaitan Merek,” J. Ekon. Bisnis, dan Akunt., vol. 21, no. 3, 2019, doi: 10.32424/jeba.v21i3.1369.
[16] F. Agnanda and N. Farida, “Pengaruh Nilai Pelanggan, Kesadaran Merek Dan Switching Barrier Terhadap Loyalitas Pelanggan Kartu Telkom Flexi (Studi Kasus Pada Mahasiswa Fakultas Ilmu Sosial Dan Ilmu Politik Universitas Diponegoro Semarang),” J. Ilmu Adm. Bisnis, pp. 1–8, 2012.
[17] R. Wungow, “Kualitas Layanan, Citra, Nilai Dan Kepuasan Pengaruhnya Terhadap Loyalitas Pelanggan Hotel Rock Rand Manado,” J. Fak. Ekon. Jur. Manag., vol. 1, no. 3, pp. 90–98, 2013.
[18] A. A. A. Ratih, P. Sari, and I. N. Nurcaya, “PADA PT BANK BPD BALI CAPEM UNUD.”
[19] H. Semuel and R. S. Putra, “Brand Experience, Brand Commitment, Dan Brand Loyalty Pengguna Apple Iphone Di Surabaya,” J. Manaj. Pemasar., vol. 12, no. 2, pp. 69–76, 2018, doi: 10.9744/pemasaran.12.2.69-76.
[20] A. O. Y. Panjaitan, Rofiaty, and Sujatmiko, “Pengaruh Pengalaman Merek Terhadap Loyalitas Merek Melalui Mediasi Kepuasan Merek dan Kepercayaan Merek (Studi Pada Kuliner Khas Kota Malang),” J. Bisnis dan Manaj., vol. 3, pp. 141–161, 2016.
[21] K. L. Yobeanto, “Pengaruh Brand Experience Melalui Customer Satisfaction Dan Brand Trust Terhadap Brand Loyalty Pada Merek Smartphone Samsung,” Agora, vol. 8, no. 2, 2020.
[22] W. Suntoro and Y. B. R. Silintowe, “Analisis Pengaruh Pengalaman Merek, Kepercayaan Merek, dan Kepuasan Merek terhadap Loyalitas Merek,” Maneggio J. Ilm. Magister Manaj., vol. 32, no. 1, pp. 25–41, 2020.
[23] J. J. Brakus, B. H. Schmitt, and L. Zarantonello, “Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?,” J. Mark., vol. 73, no. 3, pp. 52–68, 2009, doi: 10.1509/jmkg.73.3.52.
[24] A. Şahin, C. Zehir, and H. Kitapçi, “The effects of brand experiences, trust and satisfaction on building brand loyalty; an empirical research on global brands,” Procedia - Soc. Behav. Sci., vol. 24, pp. 1288–1301, 2011, doi: 10.1016/j.sbspro.2011.09.143.
[25] J. Kim and E. A. Yu, “The holistic brand experience of branded mobile applications affects brand loyalty,” Soc. Behav. Pers., vol. 44, no. 1, pp. 77–88, 2016, doi: 10.2224/sbp.2016.44.1.77.
[26] Y. Suhari, R. Sri, A. Redjeki, and T. Handoko, “Perilaku Konsumen Online,” J. Teknol. Inf., vol. 17, no. 1, pp. 46–58, 2012.
[27] P. Kotler and K. L. Keller, “Kotler & Keller, Marketing Management | Pearson,” Prentice Hall. 2006.
[28] Y. A. Pramudita and E. Japarianto, “Analisa Pengaruh Customer Value dan Customer Experience terhadap Customer Satisfaction di De Kasteel Resto Surabaya,” J. Manaj. Pemasar. Petra, vol. 1, no. 1, pp. 1–7, 2013.
[29] Alida Palilati, “Pengaruh Nilai Pelanggan Kepuasan Terhadap Loyalitas Nasabah Tabungan Perbankan Di Sulawesi Selatan,” J. Manaj. dan Kewirausahaan, vol. 9, no. 1, p. pp.73-81, 2007.
[30] F. Tjiptono, “Pemasaran Strategik: Mengupas Pemasaran Strategik, Branding Strategy, Customer Satisfaction, Strategi Kompetitif hingga eMarketing, Edisi 3, Yogyakarta: CV ANDI.” 2018.
[31] P. T. Hutomo, Dimas, “PENGARUH BRAND EQUITY TERHADAP KEPUTUSAN PEMBELIAN PRODUK SMARTPHONE XIAOMI ( Survey pada Mahasiswa Pengguna Smartphone Xiaomi di Lingkungan Fakultas Ekonomi dan Bisnis ),” J. Ekon. Manaj. Bisnis, p. 20, 2019.
[32] “Xiaomi Jadi Smartphone Nomor 1 di Indonesia di Q2 2021 detik.” .
[33] “9 Tahun Xiaomi, Ini Deretan Ponsel Inovatif yang Pernah Dibikin Halaman all - Kompas.” .
[34] “Penjualan Smartphone Xiaomi di Q2 2021 Meningkat Drastis, Apple Kalah! - Semua Halaman - Nextren.” .
[35] Khoirunnisa, “Top 5 Vendor Smartphone di Indonesia Q2-2021,” Selular.id. p. 1, 2021.
[36] B. P. Hartaroe, R. M. Mardani, and M. K. Abs, “Prodi manajemen,” pp. 82–94, 2016.
[37] “Jurnal Ekobis Dewantara Vol. 1 No.9 September 2018,” Annisa miftah nuzulla, vol. 1, no. 9, pp. 25–34, 2018.
[38] “Review POCO X3 NFC - Adakah yang Bisa Melawannya_ _ Gadgetren.” .
[39] J. Joseph F. Hair, G. Tomas M. Hult, Christian Ringle, and Marko Sarstedt, “A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) | SAGE Publications Inc.” p. 384, 2016.
[40] J. D. Hundleby and J. Nunnally, “Psychometric Theory,” Am. Educ. Res. J., vol. 5, no. 3, p. 431, 1968, doi: 10.2307/1161962.
[41] I. Ghozali, “Aplikasi analisis multivariete dengan program IBM SPSS 23,” Semarang: Universitas Diponegoro. 2018.
[42] C. H. Ong, S. M. Salleh, and R. Z. Yusoff, “Brand experience, trust components, and customer loyalty: Sustainable malaysian sme brands study,” Asian Soc. Sci., vol. 11, no. 26, pp. 252–266, 2015, doi: 10.5539/ass.v11n26p252.
[43] A. Rehman, M. A. Ahmed, F. Mahmood, M. Shahid, and A. Sciences, “The Effects of Brand Experience , Satisfaction and Trust on Brand Loyalty ; an Empirical Research on the Internet Services of Cellular Companies in Pakistan 2 . Significance of Study : 3 . Literature Review :,” Int. J. Manag. Sci. Bus. Res., vol. 3, no. 9, pp. 90–100, 2014.
Published
2022-06-29
How to Cite
PRATISTI, Cahyani.
LOYALITAS MEREK MELALUI PENGALAMAN MEREK DAN NILAI PELANGGAN SMARTPHONE XIAOMI.
Jurnal Ekonomi dan Bisnis (EK&BI), [S.l.], v. 5, n. 1, p. 165-173, june 2022.
ISSN 2621-4695.
Available at: <https://jurnal.murnisadar.ac.id/index.php/EKBI/article/view/492>. Date accessed: 17 sep. 2025.
doi: https://doi.org/10.37600/ekbi.v5i1.492.
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