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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%.
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How to Cite
Citation FormatAdelia, S., Miranti Pradipta Utami, Sarwo Eddy Wibowo, Ratnawita, & Sudianto. (2023). The Role of Customer Satisfaction and Brand Image on Customer Loyalty of Cellular Telecommunication Operator Company. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 9(2), 405-410. https://doi.org/10.35870/jemsi.v9i2.1059
References
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This is an open-access journal distributed under the Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits unrestricted use, distribution, reproduction, and adaptation in any medium (even commercially), provided appropriate credit is given to the original author(s), a link to the license is provided, and any changes made are indicated. Authors retain copyright without restrictions and grant the journal the right of first publication as well as non-exclusive publishing rights for archiving, indexing, and scholarly dissemination.
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