ANALISIS BRAND LOYALTY PADA KONSUMEN MEREK HANDPHONE BLACKBERRY DAN SAMSUNG ANDROID

Abstract

This study aims to determine the level of consumer brand loyalty brand Blackberry and Samsung Android phones, and also to determine the loyalty pyramid arrangement, which includes a switcher, habitual buyers, satisfied buyer, liking the brand, and committed buyer over Blackberry and Samsung Android phone. The results of the study of 100 users of the mobile phone, the Blackberry has the most customers satisfied buyer on the level, this condition is considered good because it means 74%, Samsung Android has the most consumers on the level of liking of the brand that is equal to 80%, many consumers who like mobile phones this is because on average they have a good experience on this phone. Mobile blackberry almost perfectly formed pyramid, while the Samsung Android can be inverted pyramid form that is getting to the top of widening the circumstances in which each standard enterprise that is expected on the sale of its products.

Keyword: brand loyalty consumen switcher, habitual buyer, satisfied buyer, liking the brand, and committed buyer