Customer Loyalty on Digital Device: The Impact of Hexaco Personality on Brand Evangelism

Richard Surungan Hutajulu (), Farida Frihatini (), Mila Amri (), Siti Rosadah () and Iren Nur Fajar ()
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Richard Surungan Hutajulu: Institut Teknologi Dan Bisnis Bina Sarana Global, Lecturer in Retail Management Faculty of Bussiness and Management
Farida Frihatini: Institut Teknologi Dan Bisnis Bina Sarana Global, Head of Retail Management Study Program, Faculty of Bussiness and Management
Mila Amri: Institut Teknologi Dan Bisnis Bina Sarana Global, Lecturer in Retail Management Faculty of Bussiness and Management
Siti Rosadah: Institut Teknologi Dan Bisnis Bina Sarana Global, Student Faculty of Bussiness and Management
Iren Nur Fajar: Institut Teknologi Dan Bisnis Bina Sarana Global, Student Faculty of Bussiness and Management

A chapter in Proceedings of the International Conference on Business, Economics, Social Sciences, and Humanities - Economics, Business and Management Track (ICOBEST-EBM 2024), 2024, pp 27-42 from Springer

Abstract: Abstract Smartphone companies are racing to swiftly release various specifications of gadgets to enhance customer loyalty. This research aimed to analyze brand evangelism as a crucial mediating factor in increasing the influence of Hexaco personality on customer loyalty in the Indonesian smartphone market. A quantitative method was used for the research based on primary data with a sample of 358, and the obtained data were further analyzed using SEM Amos software. The results showed that brand evangelism served as a highly effective mediating factor in enhancing the influence of Hexaco personality on customer loyalty in the Indonesian smartphone market. Consequently, attention to brand evangelism was essential to excel in the market competition by enhancing customer loyalty. This was achieved by providing specific incentives to customers who attract new customers and developing a referral strategy, focusing on the the safety of customer information on devices and administration systems.

Keywords: Customer Loyalty; Hexaco Personality; Brand Evangelism; Smartphone Market Competition (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-465-5_3

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