ANALISIS PENGARUH DETERMINANT LOYALITAS PELANGGAN HANDPHONE NOKIA SERTA DAMPAKNYA PADA WORD O MOUTH (Studi Pada

Abstract

This study focuses on factors that affect customer loyalty and its impact on word of mouth. The
rapid development of technology and information and the change in mindset and behavior of
people force the company to be able to provide excellent service and qualified products so as to
satisfy its customers better, which in turn can foster customer loyalty, thus encouraging positive
word of mouth. Empirical data found indicate a problem on Nokia mobile phone customer loyalty.
Based on these, the problem formulated in this study is “How to increase customer loyalty
impacting on word of mouth?”
To answer the research problem, we conducted some literature reviews and previous research
journals which in turn direct the researcher to develop four hypotheses of five examined
constructs. The hypotheses were tested by using statistical software AMOS 16. Empirical data
needed to test the hypotheses were obtained from 150 questionnaires distributed to respondents
who are the Regular 1 and Regular 2 students of the Faculty of Economics of Undip Semarang.
According to the analysis of the research model shows that the model can be accepted based
on the feasibility of the model. Thus, the causality test results of the hypotheses show that there
is a positive and significant influence of the perception of quality, buying experience, and products
excellence on customer loyalty and there is a positive and significant influence of customer
loyalty on word of mouth.