Pengaruh Brand Image dan Brand Trust terhadap Loyalitas Pengguna Smartphone Samsung di Kota Medan

Abstract

In the context of increasingly fierce competition, declining consumer loyalty has become a significant challenge for companies, especially in the smartphone industry. Many new brands offer products with similar features but at more affordable prices, making consumers more critical and price-sensitive. This requires companies to innovate and strengthen relationships with customers to remain competitive and retain market share. The purpose of this study is to analyze the influence of brand image and brand trust on Samsung smartphone user loyalty in Medan City. This research aims to provide a better understanding of how these two factors affect consumer decisions. The impact of these variables will be analyzed both partially and simultaneously on user loyalty. The research method used in this study is a quantitative approach with a survey design. Data were collected through questionnaires distributed to Samsung smartphone users in Medan City. Data analysis was performed using statistical techniques to test the hypothesis regarding the influence of brand image and brand trust on customer loyalty. The analysis results are expected to provide in-depth insights into these factors. The findings of this study show that Brand Image and Brand Trust significantly influence Samsung smartphone user loyalty in Medan City. The correlation coefficient (R) value of 0.746 indicates a strong relationship between these variables. Additionally, the Adjusted R Square value of 0.548 indicates that 54.8% of the variation in loyalty can be explained by Brand Image and Brand Trust. Most respondents have a positive perception of the Samsung brand image, which impacts their purchasing decisions and loyalty to the brand.