LOYALITAS MEREK MELALUI PENGALAMAN MEREK DAN NILAI PELANGGANSMARTPHONE 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 Xiaomismartphone, to determine the effect of customer value onthe Xiaomismartphone brand loyalty, and to determine the effect of brand experience and customer value on Xiaomismartphonebrandloyalty. This causality quantitative study useda survey method witha close questionnaireinstrument distributed online to 300 respondent. Through multiplelinear regression, t testand F testanalysis,it was found that brand experience and customer value both partially and simultaneously affecedtXiaomi smartphone brand loyalty. This proves that manufacturers should pay moreattention to brand experience and customer value to strengthen thebrand equityand increase in sales