Consumer Behavior: Price, Product Quality and Consumer Loyalty through Customer Satisfaction on Xiaomi Smartphones in West Java

Abstract

The condition of the COVID-19 pandemic has an impact on electronic industry players
(kompas.com), which can result in a decline in trading activities in the electronic industry,
especially xiaomi cellular. With the decline in company sales, it has an impact on company
revenue. Not only the xiaomi brand but many companies have been affected by this COVID19 condition. Many companies have been forced to go out of business because sales have
declined considerably. This problem occurs due to weak or sluggish demand for cellular
products. With these conditions, companies are required to be able to determine the right
marketing strategy so that resale is like before the conditions of the COVID-19 pandemic.
One of the strategies that are often chosen by companies to be superior in the competition in
the cellular industry is through price and product quality strategies in order to create
customer satisfaction so that consumers feel loyal to the brand. For this reason, further
research is needed to find out how respondents respond about price, product quality,
consumer loyalty through consumer satisfaction on Xiaomi branded cellular products. The
research method used is descriptive and verification methods, while the data to support this
research are secondary data and primary data. The population of this research is cellular
users in West Java by taking a representative sample. While the analytical tool used is the
Regression Hierarchy Analysis Further research is needed to find out how respondents
respond about price, product quality, consumer loyalty through consumer satisfaction in
Xiaomi branded cellular products. The research method used is descriptive and verification
methods, while the data to support this research are secondary data and primary data. The
population of this research is cellular users in West Java by taking a representative sample.
While the analytical tool used is the Regression Hierarchy Analysis Further research is
needed to find out how respondents respond about price, product quality, consumer loyalty
through consumer satisfaction in Xiaomi branded cellular products. The research method
used is descriptive and verification methods, while the data to support this research are
secondary data and primary data. The population of this research is cellular users in West
Java by taking a representative sample. While the analytical tool used is the Regression
Hierarchy. The sampling technique used was accidental sampling or random sampling. The
results of the study indicate that price, product quality have a positive and significant effect
on customer loyalty through customer satisfaction. For this reason, it is recommended that
companies pay attention to price and quality so that consumers feel satisfied and in the end
they are loyal to the brand or company