ENHANCING BRAND LOYALTY IN SMARTPHONE MARKET: THE ROLE OF BRAND REPUTATION AND BRAND EXPERIENCE (Case Study of Xiaomi Brand in Indonesia)

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dc.contributor.authorNilasari, Irma
dc.contributor.authorHandayani, Rini
dc.date.accessioned2021-02-18T03:36:42Z
dc.date.available2021-02-18T03:36:42Z
dc.date.issued2020
dc.description.abstractThe 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.en_US
dc.identifier.issn0038-111X
dc.identifier.urihttp://repository.widyatama.ac.id/xmlui/handle/123456789/12612
dc.language.isoenen_US
dc.publisherSolid State Technology Volume: 63 Issue: 3en_US
dc.subjectBrand Reputationen_US
dc.subjectBrand Experienceen_US
dc.subjectBrand Loyaltyen_US
dc.subjectXiaomien_US
dc.subjectIndonesiaen_US
dc.titleENHANCING BRAND LOYALTY IN SMARTPHONE MARKET: THE ROLE OF BRAND REPUTATION AND BRAND EXPERIENCE (Case Study of Xiaomi Brand in Indonesia)en_US
dc.typeArticleen_US
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