Adapting to Technology and Consumer Preferences

Oct 13, 2025 by talynt.org 13 views

The Effect of Brand Image and Product Quality on BlackBerry User Loyalty with Satisfaction as an Intervening Variable in USU Postgraduate Economics Students

Introduction

Communication plays a vital role in maintaining relationships between individuals. The rapid development of the telecommunications industry in Indonesia has made both close and far-distance communication easier and smoother. One of the most developed communication technologies is cellular phones. BlackBerry, as one of the cellular telephone products, offers features such as Push Email, Telephone, SMS, Exploration of the Internet, as well as the superior features of the BlackBerry Messenger (BBM). However, with the emergence of Android-based mobile phones, BlackBerry's popularity began to decline, and many users switched to Android phones like Samsung.

The Importance of Brand Image and Product Quality in Maintaining User Loyalty

In today's competitive market, maintaining user loyalty is crucial for any brand to survive. Brand image and product quality are two essential factors that contribute to user loyalty. A positive brand image can create a sense of trust and loyalty among customers, while high-quality products can meet their expectations and needs. This study aims to examine the effect of brand image and product quality on BlackBerry user loyalty among Postgraduate Students at the University of North Sumatra (USU). This study not only considers the direct effect of the two variables, but also through satisfaction as intervening variables.

Methodology

This study used a survey approach with a quantitative descriptive research type, as well as an explanatory research analysis. The population studied included all USU Postgraduate Students who were registered and actively using BlackBerry from the 2009 odd semester to the 2013 semester. As many as 100 students were selected as samples through the purposive sampling method. Hypothesis testing is carried out using a structural equation model (SEM) analysis.

Results

The results showed that the effect of product quality on BlackBerry user loyalty was greater (0.668) compared to the effect of brand image (−0.130) through satisfaction. The direct effect between brand image and product quality on loyalty also shows significant results. The brand image has a direct effect on satisfaction of −0.230, while product quality shows a higher positive effect on satisfaction, which is 1.610. Furthermore, satisfaction is proven to have a very strong influence on loyalty of 14.181.

Although the brand image shows a positive effect on loyalty of 3.928, the influence of product quality on loyalty actually shows negative results of −22.962. This finding provides important insights for BlackBerry manufacturers. To maintain brand image in the eyes of consumers, producers need to focus on improving product quality, given that user satisfaction has a significant impact on their loyalty.

Implications for BlackBerry Manufacturers

In order to strengthen user loyalty, it is essential for BlackBerry to adapt to the development of technology and consumer preferences. By improving the quality of products and services, it is hoped that BlackBerry can again attract the attention of users who have switched to Android devices and maintain their position in the telecommunications market. This research is a valuable reference for product marketing and development strategies that can be used by the BlackBerry in the future.

Conclusion

In conclusion, this study highlights the importance of brand image and product quality in maintaining user loyalty. The results show that product quality has a greater effect on BlackBerry user loyalty compared to brand image through satisfaction. The direct effect between brand image and product quality on loyalty also shows significant results. This study provides important insights for BlackBerry manufacturers to improve their product quality and maintain their brand image in the eyes of consumers.

Recommendations

Based on the findings of this study, the following recommendations are made:

Improving Product Quality: BlackBerry manufacturers should focus on improving the quality of their products to meet the expectations and needs of their customers.
Maintaining Brand Image: BlackBerry manufacturers should maintain a positive brand image by creating a sense of trust and loyalty among their customers.
Adapting to Technology and Consumer Preferences: BlackBerry manufacturers should adapt to the development of technology and consumer preferences to maintain their position in the telecommunications market.
Conducting Further Research: Further research should be conducted to explore the effect of brand image and product quality on user loyalty in other industries and contexts.

Limitations of the Study

This study has several limitations, including:

Sample Size: The sample size of this study is relatively small, which may limit the generalizability of the findings.
Sampling Method: The purposive sampling method used in this study may not be representative of the entire population of USU Postgraduate Students.
Measurement Tools: The measurement tools used in this study may not be valid and reliable, which may affect the accuracy of the findings.

Future Research Directions

Future research should explore the effect of brand image and product quality on user loyalty in other industries and contexts. Additionally, further research should be conducted to explore the impact of other factors, such as customer service and pricing, on user loyalty.

References

[1] Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: Free Press.
[2] Keller, K. L. (1993). Conceptual Frameworks for Brand Equity. Journal of Marketing, 57(1), 1-22.
[3] Aaker, D. A. (1996). Building Strong Brands. New York: Free Press.
[4] Keller, K. L. (2003). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Upper Saddle River, NJ: Prentice Hall.
[5] Yoo, B., & Donthu, N. (2001). Developing and Validating a Multidimensional Consumer-Based Brand Equity Scale. Journal of Business Research, 54(2), 139-146.
Frequently Asked Questions (FAQs) about the Effect of Brand Image and Product Quality on BlackBerry User Loyalty

Q: What is the main objective of this study?

A: The main objective of this study is to examine the effect of brand image and product quality on BlackBerry user loyalty among Postgraduate Students at the University of North Sumatra (USU).

Q: What is the significance of this study?

A: This study is significant because it provides insights into the factors that contribute to user loyalty in the telecommunications industry. The findings of this study can be used by BlackBerry manufacturers to improve their product quality and maintain their brand image in the eyes of consumers.

Q: What is the population of this study?

A: The population of this study includes all USU Postgraduate Students who were registered and actively using BlackBerry from the 2009 odd semester to the 2013 semester.

Q: What is the sample size of this study?

A: The sample size of this study is 100 students who were selected through the purposive sampling method.

Q: What is the research methodology used in this study?

A: This study used a survey approach with a quantitative descriptive research type, as well as an explanatory research analysis.

Q: What is the hypothesis testing method used in this study?

A: Hypothesis testing is carried out using a structural equation model (SEM) analysis.

Q: What are the key findings of this study?

A: The key findings of this study are:

The effect of product quality on BlackBerry user loyalty is greater (0.668) compared to the effect of brand image (−0.130) through satisfaction.
The direct effect between brand image and product quality on loyalty also shows significant results.
Satisfaction is proven to have a very strong influence on loyalty of 14.181.

Q: What are the implications of this study for BlackBerry manufacturers?

A: The implications of this study for BlackBerry manufacturers are:

To maintain brand image in the eyes of consumers, producers need to focus on improving product quality.
To strengthen user loyalty, it is essential for BlackBerry to adapt to the development of technology and consumer preferences.

Q: What are the limitations of this study?

A: The limitations of this study are:

The sample size of this study is relatively small, which may limit the generalizability of the findings.
The purposive sampling method used in this study may not be representative of the entire population of USU Postgraduate Students.
The measurement tools used in this study may not be valid and reliable, which may affect the accuracy of the findings.

Q: What are the future research directions?

A: Future research should explore the effect of brand image and product quality on user loyalty in other industries and contexts. Additionally, further research should be conducted to explore the impact of other factors, such as customer service and pricing, on user loyalty.

Q: What are the references used in this study?

A: The references used in this study are:

Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: Free Press.
Keller, K. L. (1993). Conceptual Frameworks for Brand Equity. Journal of Marketing, 57(1), 1-22.
Aaker, D. A. (1996). Building Strong Brands. New York: Free Press.
Keller, K. L. (2003). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Upper Saddle River, NJ: Prentice Hall.
Yoo, B., & Donthu, N. (2001). Developing and Validating a Multidimensional Consumer-Based Brand Equity Scale. Journal of Business Research, 54(2), 139-146.