The Impact of Consumer-Brand Engagement on Smartphone’s Brand Loyalty in Indonesia

Abstract

Smartphone industry is quite an interesting industry, as a result of the competition that has become intense. The smartphone producer must build customer loyalty to win the market, as they use Consumer-Brand Engagement (CBE) to maintain and strengthen their market shares. The purpose of this research is to examine impact of CBE on brand loyalty. This research used 5 different brands, which were Vivo, Oppo, Samsung, Xiaomi, and Realme. Data in this research was collected by using questionnaire and then processed by SmartPLS. For the validity test, we used the Average Variance Extracted (AVE), and for reliability test, we used Cronbach’s Alpha. After passing both the validity and reliability test, then the hypotheses were tested, and we found that only two dimensions of CBE can used to impact brand loyalty. This brand loyalty will then affect positive WOM and repurchase intention.