Determinants of Consumer Loyalty toward Huawei Tablets: The Roles of Brand Image, Product Quality, and Consumer Satisfaction

This study examines associations of brand image, product quality, and consumer satisfaction with consumer loyalty toward Huawei tablets in Indonesia. A purposive survey of 400 users was analyzed using partial least squares structural equation modeling. Positive direct associations were found for brand image (β = 0.285; p = 0.027), product quality (β = 0.368; p = 0.018), and consumer satisfaction (β = 0.258; p = 0.036). The model explained 68.2% of loyalty variance (R² = 0.682). Product quality had the largest estimated coefficient. These findings concern surveyed users and do not establish causal effects or national representativeness.