ANALYSIS OF THE EFFECT OF BRAND IMAGE, PRODUCT QUALITY AND AFTER-SALES SERVICE ON REPURCHASE DECISION OF SAMSUNG SMARTPHONES

Abstract

International Data Corporation (IDC) stated that the market share of smart phones in Indonesia is very large with Samsung in the top rank. More and more smartphone brands in the Indonesian market causing smartphone companies to always improve the quality and innovate their products, especially for old brands so that their presence is maintained. The purpose of this study was to determine the respondent characteristics of Samsung smartphones in Special Capital Region of Jakarta, analyze the influence of brand image, product quality, after-sales service on repurchase decisions and formulate Samsung's managerial implications regarding strategies in maintaining Samsung smartphone consumer repeat purchase decisions. This study used a quantitative approach that is carried out by distributing questionnaires to respondents. Data is collected from November to December 2018. The respondents were determined by purposive sampling. Data processing techniques using SEM-PLS with SmartPLS M2.0 and descriptive analysis using Microsoft Excel. The results show that product quality and after-sales service have a significant influence on repurchase decisions, while brand image rejects the hypothesis, which has a positive but not significant effect. The managerial implication that Samsung can use as a manufacturer is to maintain the quality of durability and product reliability and provide special attention and comfort to smart phone users in accessing warranty claims on the products they have owned.

Keywords

• Brand image
• repeat purchase decision
• product quality
• after-sales service
• SEM-PLS