The impact of brand awareness and perceived quality on smartphone customer loyalty

• Main Authors: Suseno, N. S., Aulawi, H.
• Format: Conference Proceeding
• Language: English
• Subjects: Brand loyalty; Competition; Customers; Qualitative analysis; Smartphones
• ISSN: 0094-243X; 1551-7616
• DOI: 10.1063/5.0118164

Efforts to create customer loyalty are one of the critical factors for maintaining the sustainability of a company. The aims of this study is to identify the effect of brand awareness and perceived quality on smartphone customer loyalty. This study uses a mixed method of sequential explanatory. The analysis begins with a quantitative approach and then verified through a qualitative approach. Data collection techniques use the results of questionnaire surveys and interviews. Sample respondents in this study were smartphone users in Garut Regency, which numbered 200 people. The results showed that brand awareness and perceived quality did not have a significant positive effect on customer loyalty. The high level of competition in smartphone products encourages companies in that sector to carry out intensive promotion activities. This condition resulted in consumers getting a lot of information about the uniqueness and superiority of the various smartphone products offered, thus increasing their desire to try the performance of these products. The results of the study found that the companies innovation capability is the critical factors for maintaining customer loyalty in conditions of very tight competition.