PERAN CITRA MEREK DALAM MEMEDIASI INOVASI PRODUK TERHADAP LOYALITAS MEREK PENGGUNA SMARTPHONE SAMSUNG DI PURWOKERTO

Diyah Trimaryani, Ade Banani, Refius Pradipta Setyanto

Abstract


Inovasi dan citra merek sebuah produk dianggap sebagai elemen penting dari kelangsungan hidup dan pengembangan perusahaan karena menentukan loyalitas konsumen untuk bertahan pada merek tersebut. Penelitian ini bertujuan untuk menganalisa pengaruh inovasi produk terhadap loyalitas merek, pengaruh inovasi produk terhadap citra merek, pengaruh citra merek terhadap loyalitas merek, serta menganalisa peran mediasi citra merek dalam pengaruh terhadap inovasi produk terhadap loyalitas merek pengguna smartphone di Purwokerto. Penelitian dilaksanakan menggunakan teknik survey dengan 100 responden yang merupakan pengguna smartphone merek Samsung di kota Purwokerto. Data dianalisis menggunakan metode regresi sederhana dan regresi berganda serta uji sobel. Berdasarkan hasil penelitian, dapat diambil kesimpulan bahwa: semakin baik inovasi produk smartphone Samsung, semakin tinggi citra merek yang diberikan. Semakin baik inovasi produk smartphone Samsung, semakin tinggi pula loyalitas pengguna terhadap merek Samsung. Citra merek smartphone Samsung yang semakin baik akan berdampak positif pada loyalitas pengguna terhadap merek Samsung. Citra merek memiliki efek mediasi pada pengaruh inovasi produk terhadap loyalitas merek karena terbukti meningkatkan loyalitas merek Samsung menjadi lebih tinggi.


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DOI: https://doi.org/10.32424/jeba.v21i3.1285

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