BRAND EQUITY AND BRAND LOYALTY INFLUENCE ON CONSUMER SATISFACTION (CASE STUDY: SAMSUNG SMARTPHONE USER AT KAWANGKOAN, MINAHASA)

Abstract

Smartphone usage are notoriously known for its versatility in daily life. Starting from the usage for works, social media, entertainment, trading, and so many more. But there are some factors that the consumers may think of before choosing the right smartphone they use. This Research examines the Influence of Brand Equity, Brand loyalty to Consumer Satisfaction of Samsung Smartphone user in Kawangkoan, Minahasa. This Research are using Quantitative Research Method with 93 sample and using Questionnaire data collection technique, Brand Equity and Brand Loyalty simultaneously have a positive and significant effect toward the Consumer Satisfaction for the people who uses Samsung Smartphone in Kawangkoan, Minahasa. Samsung have to maintain their quality and performance they have build until now in order to maintain and even increase the consumer that are attracted for using Samsung brand.