ANALYSIS OF FACTORS INFLUENCING SAMSUNG MOBILE PHONE BRAND LOYALTY IN CHINA

Abstract

Samsung used to be the best-selling mobile phone in China. Since 2014, although the number of people using smartphones has been increasing, the sales of Samsung mobile phones have declined rapidly. Many people no longer use Samsung. What has affected Samsung's sales? What influences Samsung's brand loyalty? The purpose of this research is to study people's brand loyalty to Samsung, as well as the factors affecting brand loyalty, advertisement, perceived brand quality, customer satisfaction, brand image, brand experience. This research using survey method with a questionnaire as the instrument to gather the data. A sample of this research is 170 respondents.This respondents were all from Henan and they using or used Samsung mobile phones. This research used descriptive and multiple regression analysis. The result of this research indicates that there are significant influences of advertisement, customer satisfaction, brand image, brand experience toward brand loyalty. On the other hand, the perceived brand quality has no significant influence on brand loyalty. In general, Advertisement, Perceive brand quality, Customer satisfaction, Brand image and Brand experience quietly dominate more than half of the factors that influence the brand loyalty in China.