Product Quality and Customer Loyalty: The Mediating Role of Customer Satisfaction among Samsung Smartphone Users in Bandung City
DOI:
https://doi.org/10.59890/ijsas.v4i8.37Keywords:
product quality, customer satisfaction, customer loyalty, mediation, Samsung smartphoneAbstract
This study examines the effect of product quality on customer loyalty mediated by customer satisfaction among Samsung smartphone users in Bandung City, Indonesia, a market in which the brand lost share while national shipments grew. Its contribution lies in testing the mediation model on a declining brand and in restricting respondents to users of at least three years, so that loyalty reflects a completed replacement cycle. Data were collected cross-sectionally from 90 purposively selected respondents through a questionnaire measuring the three constructs. Simple and multiple regression and the Sobel test were applied. Product quality significantly affects satisfaction and loyalty, satisfaction affects loyalty, and satisfaction partially mediates the relationship, transmitting roughly one-third of the total effect.
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