ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI LOYALITAS KONSUMEN TERHADAP PENGGUNA SMARTPHONE BLACKBERRY DI UNIVERSITAS PRESIDENT

Abstract

This research uses quantitative method through survey method to President University Student about Consumer Loyalty to Blackberry Smartphone whether it has simultaneous and partial influence in product quality, customer satisfaction and brand awareness. In proving and analyzing it, then used multiple linear regression analysis with test and t test. The number of samples in this study are 120 students of President University. Data collection techniques by providing questionnaires that are spread through links from social media. Testing data analysis using validity test, realibility, classical assumption test and multiple linear regression test. Consumer Loyalty is a demand that must be achieved by the company in developing its business. The purpose of this study to prove and analyze the influence of Consumer Loyalty to Blackberry Smartphone. Regression coefficient test results simultaneously obtained f count of 79.715 that quality variables, customer satisfaction and brand awareness affect consumer loyalty. But in parcial awareness of the brand does not affect consumer loyalty with a value of -1.716, in contrast to product quality with a value of 3.714 and customer satisfaction with a value of 6.749 which affects consumer loyalty to blackberry smartphone