ENHANCING BRAND LOYALTY IN SMARTPHONE MARKET: THE ROLE OF BRAND REPUTATION AND BRAND EXPERIENCE (Case Study of Xiaomi Brand in Indonesia)
No Thumbnail Available
Date
2020
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Solid State Technology Volume: 63 Issue: 3
Abstract
The present study is aimed to investigate brand loyalty of Xiaomi smartphone in Indonesia. There are
several China smartphone brands obtain great success in Indonesia, for example OPPO, Vivo, Xiaomi and
Realme. Since Q3/2019, several China brands (OPPO and Vivo) has been surpassing Samsung (Korean brand)
in sales. However, there are erratic position of Xiaomi’s market share in the last three years (2018-2020) in
Indonesia. The present study explains brand loyalty of Xiaomi in Indonesia through two independent variables,
namely brand experience and brand reputation. 121 respondents are involved in this study. By using multiple
regression analysis, present study found that both independent variables influence brand loyalty significantly.
Brand experience influences brand loyalty stronger than brand reputation.
Description
Keywords
Brand Reputation, Brand Experience, Brand Loyalty, Xiaomi, Indonesia