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Building Satisfaction through Quality, Brand, and Word of Mouth: A Xiaomi Smartphone Case Study

Year: 2025

Type: article

Abstract: This study aims to analyze the influence of product quality, brand image, and word of mouth on consumer satisfaction among Xiaomi smartphone users in Purwokerto. This study uses quantitative methods and Expectation Confirmation Theory (ECT) as a theoretical basis. Data were collected through an online questionnaire from 102 respondents. Data analysis techniques used SPSS 27, including multiple regression analysis and testing of validity, reliability, and classical assumptions. The results show that product quality, brand image, and word of mouth have a positive and significant effect on consumer satisfaction. These findings serve as a reference for companies to improve product quality, strengthen brand image, and manage word of mouth to maintain customer loyalty.

Source: Asian Journal of Applied Business and Management

DOI: 10.55927/ajabm.v4i3.390

Authors: Arta Kumala Dewa, Dian Widyaningtyas, Herni Justiana Astuti, Maulida Nurul Innayah

Institution: Muhammadiyah University Purwokerto

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4413930932

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