ANALISIS HUBUNGAN NILAI YANG DIRASAKAN, PENGALAMAN MEREK, DAN CITRA MEREK DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI TERHADAP LOYALITAS MEREK (Studi pada Pengguna Samsung Galaxy di Kota Semarang)

Abstract

ABSTRACT This study examines the impact of Perceived Value, Brand Experience, and Brand Image on Brand Loyalty, with Customer Satisfaction as a mediating variable among Samsung Galaxy users in Semarang. The issue identified is that despite a strong brand experience, many customers still switch to other brands, suggesting that brand experience alone may not build lasting loyalty. Perceived value and brand image may be crucial in enhancing customer commitment. The research involved 138 Samsung Galaxy users in Semarang, aged 17 and above, who had used the product for at least one year. Data was gathered using a Likert-scale questionnaire and analyzed with Structural Equation Modeling (SEM) through AMOS software. The findings show that Perceived Value, Brand Experience, and Brand Image significantly affect Customer Satisfaction. Additionally, Customer Satisfaction has a positive and significant effect on Brand Loyalty, highlighting its mediating role in strengthening loyalty.