ANALISIS PENGARUH KEPUASAN TERHADAP LOYALITAS KONSUMEN SMARTPHONE SAMSUNG MENGGUNAKAN METODE PARTIAL LEAST SQUARE PADA MAHASISWA UNIVERSITAS DIPONEGORO SEMARANG

Smartphones are one of the electronic devices that are capable of experiencing fairly rapid development. The existence of this Smartphone is considered to be the most important item for used everyday. Samsung is one of the most popular smartphone brand in Indonesia. Based on data from the website of the Statcounter survey institute, it was found that the Samsung market share in Indonesia until August 2020 was in the top position, namely 24.19%. Samsung continues to make various innovations in order to continue to dominate the top of the smartphone sales segment. In addition, to provide consumer's satisfication so that consumer’s loyalty to the Samsung brand will be maintained. The purpose of this study is to make measurement models and structural models, as well as to test the relationship of customer satisfaction to consumer loyalty of Samsung smartphones using the SEM – PLS (Partial Least Square) method. This research was conducted on Diponegoro University students who have purchased and used a Samsung smartphone. This research was conducted on Diponegoro University students who have purchased and used a Samsung smartphone. This research has produced 4 latent variables with 18 measurement models and 2 structural models. Based on the 2 structural models formed, the result shows that the R 2 value in the customer satisfaction model is 0.670. This indicates that the variable customer satisfaction can be explained by the variable product quality and price by 67%. Meanwhile, in the consumer loyalty model, the R 2 value is 0.478. This indicates that the consumer loyalty variable can be explained by the consumer satisfaction variable of 47.8%. Keywords : Samsung Smartphone, Consumer’s Satisfaction, Consumer’s Loyalty, Partial Least Square .