The Effect of Price, Brand Trust, and Consumer Experience on Customer Loyalty of Smartphone Samsung Smartphones in Jabodetabek

Abstract

This study analyzes the effect of price, brand trust, and consumer experience on Samsung smartphone customer loyalty in Jabodetabek, both directly and through brand trust as a mediating variable. It is motivated by Samsung's declining market share in Indonesia from 20.9% (2022) to 16.1% (2026), accompanied by a weakening Top Brand Index from 33.00% to 27.70% over the same period. A quantitative descriptive approach was used, with data collected from 150 active Samsung smartphone users in Jabodetabek via purposive sampling and analyzed using Structural Equation Modeling with Partial Least Squares (SEM-PLS) in SmartPLS 4.0. The results show that price and consumer experience both have positive and significant effects on brand trust, with consumer experience showing the stronger influence. Price, brand trust, and consumer experience each have positive and significant direct effects on customer loyalty, with price showing the largest direct effect. Both price and consumer experience also significantly affect customer loyalty through brand trust as a partial mediator, with the indirect effect of consumer experience exceeding its direct effect. The model explains 64.8% of the variance in customer loyalty. These findings confirm that brand trust plays a central mediating role connecting price perception and consumer experience with Samsung customer loyalty in Jabodetabek.