The Effect of Product Innovation on Customer Loyalty (Survey of Samsung Phone Users in Indonesia)

Authors

  • Pepen Supriatna Supriatna Universitas Pendidikan Indonesia, Bandung, Indonesia
  • Agus Rahayu Universitas Pendidikan Indonesia, Bandung, Indonesia
  • Puspo Dewi Dirgantari Universitas Pendidikan Indonesia, Bandung, Indonesia

DOI:

https://doi.org/10.31933/dijms.v4i3.1646

Keywords:

Product Innovation, Customer Loyalty, Samsung

Abstract

In the digital era, Samsung is a brand that dominates smartphones. This South Korean brand is the number one Android phone manufacturer recognized for its capabilities globally. Even though Samsung has the highest market share, Samsung's market share has decreased. The low customer loyalty is allegedly the main cause of the decline in Samsung's market share. This paper aims to determine product innovation's effect on customer loyalty for Samsung cellphone customers in Indonesia. The research method in this scientific work is carried out quantitatively. The sampling technique used was nonprobability, with purposive sampling as the sampling technique. Meanwhile, the number of respondents was 100 people who live in Indonesia and are Samsung cell phone customers. While the data analysis technique used is simple linear regression analysis. The results of this study reveal a positive influence of product innovation on customer loyalty for Samsung cellphone customers in Indonesia.

References

Afrida, R., Yacob, S., & Sari, N. (2020). Membangun loyalitas pelanggan melalui kualitas produk dan citra merek ( studi pada pelanggan Oppo Jambi ). 8(1), 1–10.

Ardimansyah, F. A. T. I. A. (2021). Implementasi Metode K-Means Clustering Pada Aplikasi Analisis Loyalitas Pelanggan PT. PLN (Persero) ULP Maros Berbasis Progressive Web Apps. SISITI: Seminar Ilmiah Sistem Informasi Dan Teknologi Informasi, X(1), 98–107.

Choiriah, E. N., & Liana, L. (2019). Pengaruh Kualitas Produk, Citra Merek dan Kualitas Layanan terhadap Loyalitas Pelanggan dimediasi Kepuasan Pelanggan (Studi pada Pelanggan Sepeda Motor Honda di Kota Semarang). September, 2014–2017.

Clinten, B. (2022). Merek Ponsel Terbesar di Indonesia: Samsung Teratas, Transsion Masuk 5 Besar. https://tekno.kompas.com/read/2022/08/16/14350537/merek-ponsel-terbesar-di-indonesia-samsung-teratas-transsion-masuk-5-besar

Ekawati. (2020). Pengaruh Inovasi Produk, Harga, Citra Merek Dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Sepeda Motor Vespa. E-Jurnal Manajemen Universitas Udayana, 6(3), 255365.

Gs.statcounter.com. (2022). Mobile Vendor Market Share Worldwide. gs.statcounter.com/vendor-market-share/mobile/worldwide/

Haris, U. (2021). Pengaruh Costumer Orientation dan Competitor Orientation terhadap Product Innovation (Studi Kasus pada Mebuel Mandiri Kelurahan Monjok, Kecamatan Selaparang, Kota Mataram).

Kotler, P., & Keller, K. (2016). Marketing Management, Fifteenth Edition. In Pearson.

Nugraha, H. M. (2022). 18 HP Samsung Terbaru di Indonesia (Oktober 2022). https://carisinyal.com/hp-samsung-terbaru/

Sari, S. S. M. (2022). Pengaruh Ekuitas Merek dan Diferensiasi Produk terhadap Loyalitas Pelanggan dalam Perspektif Ekonomi Islam.

Septiani, R., & Dismarita, W. (2022). Pengaruh Product Innovation, Product Quality dan Brand Image terhadap Customer Loyalty dengan Competitive Advantage sebagai Variabel Intervening Di PT. Insera Sena.

Soemali, R. N., & Diah Dharmayanti, S.E., M.Si., P. . (2015). Pengaruh Product Innovation, Product Quality dan Brand Image terhadap Customer Loyalty dengan Competitive Advantage sebagai Variabel Intervening Di PT. Wijaya Indonesia Makmur Bicycle Industries Gresik.

Downloads

Published

2023-01-28

How to Cite

Supriatna, P. S., Agus Rahayu, & Puspo Dewi Dirgantari. (2023). The Effect of Product Innovation on Customer Loyalty (Survey of Samsung Phone Users in Indonesia). Dinasti International Journal of Management Science, 4(3), 569–574. https://doi.org/10.31933/dijms.v4i3.1646

Issue

Vol. 4 No. 3 (2023): Dinasti International Journal of Management Science (January - February 2023)

Section

Articles

License

Authors who publish their manuscripts in this journal agree to the following conditions:

  1. The copyright on each article belongs to the author(s).
  2. The author acknowledges that the Dinasti International Journal of Management Science (DIJMS) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
  3. Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Dinasti International Journal of Management Science (DIJMS).