Comparative influence of brand, emotional experience and equity on customer satisfaction: a study of iphone and samsung users in islamic business perspective
Abstract
Sensory brand experience and emotional experience have been recognized as important factors influencing consumer perceptions of brands. On the other hand, brand equity reflects the added value that a brand provides in consumer perceptions and preferences. Customer satisfaction is the main goal for companies in maintaining and increasing customer loyalty. The formulation of the problem in this research is:Are there differences in the influence of Sensory Brand Experience, Emotional Experience, Brand Equity on Customer Satisfaction among iPhone and Samsung Users in Bandar Lampung from an Islamic business perspective? This research aims to compare the influence of Sensory Brand Experience, Emotional Experience, and Brand Equity on Customer Satisfaction among iPhone and Samsung users, using an Islamic business perspective. The research method used is quantitative using a questionnaire as a data collection tool. The research sample was selected purposively from the population of iPhone and Samsung users in Bandar Lampung. The data collected was Two-way ANOVA test to find differences between variables. The results of this research are expected to provide a better understanding of how sensory brand experience, emotional experience, and brand equity contribute to customer satisfaction, especially in the context of using technology products that have an Islamic business dimension. The practical implication of this research is to provide guidance for companies in increasing customer satisfaction by improving brand experience and strengthening their brand equity, in accordance with Islamic business principles which emphasize fairness, transparency and product quality.
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References
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CHANDRA, J. W., & KENI, K. (2021). Brand Experience Untuk Memprediksi Brand Attitude Pada Konsumen Sporting Brand. Jurnal Bisnis Dan Akuntansi, 23(1), 93–110. https://doi.org/10.34208/jba.v23i1.902
cn, C. A. of C. S. xiaxueping@ cac. gov. (2023). World Internet Media Development. World Internet Development Report 2022: Blue Book for World Internet Conference, 147–164.
Edington, B., & Lee, N. (2024). Five Nights at Freddy’s, a Point and Click Horror Game. In Encyclopedia of Computer Graphics and Games (pp. 723–725). Springer.
Faiz Fatchurrohman1, Ratih Hendayani, ST., MM., P. . (2020). PENGARUH SENSORY BRAND EXPERIENCE TERHADAP BRAND EQUITY DENGAN MEDIATING AFFECTIVE COMMITMENT DAN CUSTOMER SATISFACTION PADA MAHASISWA PENGGUNA IPHONE DI TELKOM UNIVERSITY. E-Proceeding of Management, 21(1), 1–9.
Hidayatullah, M. T., Asbari, M., Ibrahim, M. I., & Faidz, A. H. H. (2023). Urgensi Aplikasi Teknologi dalam Pendidikan di Indonesia. Journal of Information Systems and Management (JISMA), 2(6), 70–73.
Kirana, L. C., & , Raka Pradana Virzi, K. A. T. B. (2021). PENGARUH SALES PROMOTION DAN BRAND EXPERIENCE DALAM MEMBANGUN CUSTOMER E-SATISFACTION PENGGUNA DANA DI KOTA BANDUNG. Edunomika, 17(1), 1–25.
Kotler, P., & Amstrong, G. (2016). Prinsip-prinsip Pemasaran. Erlangga.
Krisnawan, I., & Jatra, I. M. (2021). The Effect of Brand Image, Brand Awareness, and Brand Association on Smartphone Purchase Intention (Case Study in Denpasar). American Journal of Humanities and Social Sciences Research (AJHSSR), 5(6), 117–122.
Liu, Q., & Wang, L. (2021). t-Test and ANOVA for data with ceiling and/or floor effects. Behavior Research Methods, 53(1), 264–277.
Mohajan, H. K. (2020). Quantitative research: A successful investigation in natural and social sciences. Journal of Economic Development, Environment and People, 9(4), 50–79.
Nursanti, O. N. (2019). Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian Paket Internet 3 (Tri). Jurnal Manajemen Fakultas Ekonomi Universitas Muhammadiyah Yogyakarta 2, 2.
Panjaitan, A. O. Y., Rofiaty, & Sudjatno. (2019). Andrey Olaf Yeriko Panjaitan, Rofiaty, Sudjatno, “Pengaruh Pengalaman Merek Terhadap Loyalitas Merek Melalui Mediasi Kepuasan Merek Dan Kepercayaan Merek. Jurnal Bisnis Dan Manajemen 3, 2, 44.
Pina, R., & Dias, Á. (2021). The influence of brand experiences on consumer-based brand equity. Journal of Brand Management, 28(2), 99–115.
Repetti, J. R., Ring, D. M., & Shay, S. E. (2021). Aspen Treatise for Introduction To United States International Taxation. Aspen Publishing.
Sugiyono. (2020). Metode Penelitian Kuantitatif, Kualitatif, Dan R&D. Alfabeta.
Umar, H. (1999). Metodologi Penelitian: Aplikasi Dalam Pemasaran. PT. Gramedia Pustaka Utama.
