PENGARUH KEPUASAN, KUALITAS PRODUK DAN HARGA TERHADAP LOYALITAS KONSUMEN SMARTPHONE BLACKBERRY DI KOTA PADANG

Abstract

Blackberry had been market leader in smartphone sector a few years ago, but
Blackberry losing market share of 6% in early 2014, Blackberry should maintain market
share by watching consumer loyalty. The main purpose of this study was to examine the
impact of satisfaction, product quality and price on consumers loyalty Blackberry
smartphone. The research method used descriptive analysis and multiple regression analysis
methods.The result of this research showed satisfaction, product quality and price are found
to have positive and significant impact on consumers loyalty. Out of the three variabels used
in this research, that quality product variabel is the dominant variabel among other variabels.
However satisfaction, price are so crusial in explaining the variations in cunsumer’s loyalty
because these two variables also have a positive and significant effect
Keyword: satisfaction, product quality, price,consumer’s loyalty