PENGARUH KUALITAS PRODUK, CITRA MEREK, HARGA TERHADAP LOYALITAS PENGGUNA SMARTPHONE XIAOMI DI SURABAYA

Abstract

In accordance with the increase of technology, the smartphone industry has developed rapidly. Xiaomi is one of the smartphone brand which is able to compete in its industry in Indonesia. The aim of this research was to find out the effect of product quality, brand image and price on costumer loyalty of Xiaomi for university students at STIESIA Surabaya. The consument loyalty did not come on in short time, but through process of learning and from the consuments experience. The research was quantitive. While, the population were all university students who used Xiaomi at STIESIA Surabaya. The sampling collection used non random sampling, i.e. purposive sampling with the 98 respondents as sample moreover, the data analysis technique used multiple linier. Based on the results, this research concluded that product quality, brand image, price had significant effect on consument loyalty. In addition, the respondents also agreed with the aspect of loyalty, which consist of saying positive thing, recommending friends and continue purchasing.
Keywords: Product quality, Brand image, Price, Consument Loyalty