Implementation of Samsung Smartphone User Satisfaction Marketing Strategies in the Special Region of Yogyakarta

Angga Dwi Cahyo Widodo, Fauziyah Nur Jamal, Izzatul Umami

Abstract


The rapid development of smartphones and the variety of ofers provided has resulted in selective buyers. This requires providing knowledge to potential buyers. However, the problem that arises is the low understanding of buyers regarding prices that are equivalent to the value of a product. This research seeks to fill the research gap by developing the right marketing strategies that are useful in implementing Samsung smartphone user satisfaction in the Special Region of Yogyakarta. This research aims to determine the effect of promotion, product quality, brand image, and price on user satisfaction. The sample in this study consisted of 100 respondents taken using non-probability sampling technique. The data obtained are then processed using the SmartPLS4 statistical tool. The research results show that there is a positive influence from each exogeneous variable and also has a simultaneous influence on user satisfaction. This research can provide insight for potential buyers and improve the operational performance of Samsung companies.


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Publihser:
Universitas Ahmad Dahlan

Editorial Address:
Yogyakarta

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