Dzulfikri Azis Muthalib (1), I Wayan Sudasana (2), Ambo Masse (3)
This study aims to analyze the influence of brand image and brand trust on brand loyalty among Samsung smartphone users who are students of the Management Department, Faculty of Economics and Business, Universitas Halu Oleo Kendari. This research employed a quantitative approach with an explanatory research design. A total of 30 respondents were selected using purposive sampling. Data were collected through questionnaires and analyzed using multiple linear regression. The results indicate that brand image and brand trust have a positive and significant effect on brand loyalty, both simultaneously and partially. These findings support recent theories stating that in the digital era, brand loyalty is shaped by the strength and uniqueness of brand associations and consumer trust, which are reinforced through digital interactions and electronic word-of-mouth communication. This research is expected to provide practical insights for companies in designing effective marketing strategies to maintain young consumers’ loyalty in the increasingly competitive smartphone market.
Delgado, E., & Munuera, J. L. (2021). BRAND TRUST: RELIABILITY AND INTENTIONALITY AS ANTECEDENTS OF LOYALTY. Journal of Marketing Research, 58(3), 451–467.
Ghozali, I. (2021). APLIKASI ANALISIS MULTIVARIATE DENGAN PROGRAM IBM SPSS 25. Semarang: Badan Penerbit Universitas Diponegoro.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). MULTIVARIATE DATA ANALYSIS (8th ed.). Cengage Learning.
Jiménez-Marín, G., Elías Zambrano, R., Galiano-Coronil, A., & Ravina-Ripoll, R. (2021). BRAND IMAGE AND LOYALTY IN THE DIGITAL ERA. Journal of Business Research, 134, 663–673.
Lau, G. T., & Lee, S. H. (2020). CONSUMERS’ TRUST IN A BRAND AND THE LINK TO BRAND LOYALTY. Journal of Consumer Marketing, 37(4), 459–470.
Luciano, G., Baglieri, D., & Gualandris, J. (2020). THE EVOLUTION OF BRAND LOYALTY: FROM REPEAT PURCHASE TO CO-CREATION. European Management Journal, 38(5), 784–796.
Nurjanah, N., & Ariani, D. W. (2024). DIGITAL ENGAGEMENT AND BRAND LOYALTY AMONG STUDENTS. Journal of Marketing Development, 10(1), 12–25.
Oliver, R. L. (1999). WHENCE CONSUMER LOYALTY? Journal of Marketing, 63(Special Issue), 33–44.
Prasiwi, I. N., & Suparna, G. (2021). BRAND EXPERIENCE, TRUST, AND LOYALTY: THE MEDIATING ROLE OF BRAND TRUST. Jurnal Manajemen Pemasaran, 15(2), 101–113.
Riovaldo, B., & Maulana, M. I. (2024). BRAND IMAGE AND TRUST EFFECT ON SMARTPHONE LOYALTY. Jurnal Bisnis dan Manajemen, 20(1), 55–66.
Sandy, R. (2014). METODE PENELITIAN KUANTITATIF. Jakarta: Bumi Aksara.
Sugiyono. (2018). METODE PENELITIAN KUANTITATIF, KUALITATIF, DAN R&D (8th ed.). Bandung: Alfabeta.
Sugiyono. (2019). METODE PENELITIAN KUANTITATIF (11th ed.). Bandung: Alfabeta.
Tahir, M., Wijaya, I. Y., & Pratama, M. Y. (2024). CONTEMPORARY BRAND IMAGE STRATEGIES. Jurnal Ilmu Manajemen, 12(1), 1–15.