Abstract:
Purpose - This research investigates the old marketing mix approach to satisfaction and loyalty from the perspective of
research subjects of Samsung brand smartphone cases through empirical testing involving product quality, price, distribution
channel variables as antecedent variables.
Research design, data, and methodology - This study emphasizes the empirical/quantitative concept by using a survey as a
data collection tool. The number of samples used was 179 eligible respondents who used Samsung smartphone devices for
more than five years. Statistical testing tools use PLS with several testing stages such as the classical assumption test to
the hypothesis testing stage.
Results - The nine hypotheses proposed, as many as two hypotheses were proposed, namely intervening relationships
involving Price and Distribution channel variables on customer satisfaction and customer loyalty.
Conclusions - Product quality is the essential component affecting customer satisfaction and loyalty while distribution channel
is a complementary component that is no less important to measure the extent to which customer satisfaction expectations
and customer loyalty are realized for the product quality of the products that have been produced and marketed. The price
component is not the only reason to make consumers satisfied and loyal.
