PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP LOYALITAS MEREK DENGAN KEPUASAN PELANGGAN SEBAGAI MEDIASI (Studi Pada Pelanggan Smartphone Samsung)

This study aims to examine the influence of product quality and brand image on brand loyalty, with customer satisfaction as a mediating variable among Samsung smartphone customers. A total of 246 respondents were selected using purposive sampling with specific criteria: respondents must reside in Malang City and have purchased a Samsung smartphone from Meteor Cell or Erafone stores during the period of April to June 2025. The analysis results show that both product quality and brand image have a positive and significant effect on brand loyalty, and customer satisfaction is able to mediate these relationships. This research can serve as an evaluation material for Samsung to improve product quality and brand image in order to strengthen customer satisfaction and loyalty.