Ardhani, Hablya Geuna Tahta Archella (2025) The Influence of Customer Satisfaction on Brand Loyalty Trough Brand Love in Samsung Smartphone Users (Study Case: Female Students at University of Darussalam Gontor). S1 Undergraduate thesis, Universitas Darussalam Gontor.

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Abstract

This study aims to examine the effect of customer satisfaction on brand loyalty through brand love among Samsung smartphone users. The research focused on female students at the University of Darussalam Gontor. Maintaining brand loyalty poses a significant challenge in the highly competitive smartphone industry. However, customer satisfaction alone is often insufficient to enhance brand loyalty significantly. Therefore, this study emphasized the critical role of brand love as a mediating variable that strengthens the relationship between customer satisfaction and brand loyalty. This study focused on the influence of customer satisfaction on brand loyalty by considering the role of brand love as a mediator, especially in Samsung smartphone users. This study used a quantitative approach through a survey involving 171 respondents who were selected using a purposive sampling technique based on the criteria of Samsung smartphone users for at least two years. The data were collected through a questionnaire based on the Likert scale and analyzed using SPSS version 16 with the path analysis method to identify direct and indirect relationships between variables. The results showed that customer satisfaction had a significant direct influence on brand love but not brand loyalty. In contrast, brand love exerts a considerable impact on brand loyalty and is an effective mediator in the relationship between customer satisfaction and brand loyalty. The study concluded that brand love is key to building customer loyalty directly and through mediation. The theoretical implications of this study are to broaden the understanding of the importance of brand love in strengthening the relationship between customer satisfaction and brand loyalty, particularly in the electronics industry. In practical terms, these results provide strategic guidelines for companies like Samsung to focus on developing stronger emotional relationships with their consumers. Keywords: Customer Satisfaction, Brand Love, Brand Loyalty, Samsung Smartphone.

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