The The Effect Of Brand Image, Perceived Value, And Customer Satisfaction On Customer Loyalty On Used International Smartphone User

The purpose of this research is to determine the influence of brand image and perceived value on customer loyalty through customer satisfaction. The data collection method used in this study was a survey conducted by distributing questionnaires created through Google Form. The research sample consisted of 272 respondents from Jabodetabek area, aged 17 years or older, and currently still using or already using a used international iPhone for the last 6 months. The data analysis used to process and analyze the research results was Structural Equation Modeling (SEM) with AMOS to analyze. The results of this study indicate that brand image and perceived value has positive effect on customer satisfaction, brand image and perceived value has positive effect on customer loyalty, customer satisfaction affects customer loyalty, and brand image and perceived value has positive effect on customer satisfaction through customer satisfaction.