How Loyal are You? Factors Influencing Consumer Brand Loyalty among Smartphone Users in Malaysia

Siti Noor Aishah Mohd Sidik, Adilah Othman, Mohamad Zainol Abidin Adam and Kanesh Gopal
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Siti Noor Aishah Mohd Sidik: Faculty Business and Management, Universiti Teknologi Mara 23000 Dungun, Terengganu, Malaysia
Adilah Othman: Faculty Business and Management, Universiti Teknologi Mara 23000 Dungun, Terengganu, Malaysia
Mohamad Zainol Abidin Adam: School of Business Management, Universiti Utara Malaysia, 06010 Sintok, Kedah
Kanesh Gopal: Faculty of Accountancy, Finance and Business Tunku Abdul Rahman University of Management and Technology, 53300, Kuala Lumpur, Malaysia

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 9, 605-617

Abstract: Smartphones have become a vital aspect of people every day. The technology development enables people to contact with one another from anywhere at any time. In competitive market, the variety of smartphones cause companies are challenging to retain brand loyalty. This study wants to identify the factor that influence brand loyalty among smartphone users. Brand reputation, brand competence, price, advertising, brand image, and design are all under investigation. This study’s sample consisted of students from the Universiti of Utara Malaysia. 400 questionnaires were distributing to respondents, with 390 collected and usable. The entire dataset was analyzed using SPSS to assess the correlation and regression effect of each variable. The study discovered that brand reputation, brand competence, price, advertising, brand image, and design has strong correlation with brand loyalty. Regression analysis also indicate that brand competence is the most critical factor impacting brand loyalty. The findings serve as a reference for businesses to develop the best plan for maintaining brand loyalty.

Date: 2024
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