Published: 2023-04-01
The Role of Customer Satisfaction and Brand Image on Customer Loyalty of Cellular Telecommunication Operator Company
DOI: 10.35870/jemsi.v9i2.1059
Sherry Adelia, Miranti Pradipta Utami, Sarwo Eddy Wibowo, Ratnawita, Sudianto
- Sherry Adelia: Universitas Muhammadiyah
- Miranti Pradipta Utami: Politeknik Lembaga Pendidikan dan Pengembangan Profesi Indonesia
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Sarwo Eddy Wibowo:
Politeknik Negeri Samarinda
- Ratnawita: STIMA IMMI
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Sudianto:
Ibnu Sina University
Abstract
This study intends to examine the impact of brand image and customer satisfaction variables on Telkomsel Sim Card customers' customer loyalty (Y). Analysis is conducted using multiple linear regression. 60 participants made up the sample for this study, who were chosen from Telkomsel SIM Card users using a purposive sampling technique. The findings of this study suggest that brand image and customer satisfaction variables have an impact on customer loyalty at the same time. The findings of this study also demonstrate that customer happiness and brand image have a limited impact on customer loyalty. According to the adjusted R square analysis, brand image and customer happiness account for 60.1% of the relationship between customer loyalty and explanations, with other factors not included in the research model accounting for the remaining 39.9%.
Keywords
brand image; customer satisfaction; cellular; customer loyalty
Article Information
This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 9 No. 2 (2023)
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Section: Articles
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Published: 2023-04-01
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License: CC BY 4.0
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Copyright: © 2023 Authors
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DOI: 10.35870/jemsi.v9i2.1059
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No author biographies available.
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