Pengaruh Ekuitas Merek Terhadap Pembelian Ulang,Harga Premium, Wom Dan Retensi Pelanggan Smartphone Samsung Seri S Yang Dimediasi Kepuasan Pelanggan Di Surabaya

In the current acceleration period, technological advances are so rapid, especially in the smart phone industry. Along with that the world community becomes more interested in always following the development of smartphones from time to time. Until now there have been many brands of smartphones, one of them is Samsung, which is the largest brand in the world and is the object of this research. This study aims to assess the level of brand equity, repurchase, premium prices, word of mouth and customer retention of Samsung S Series users in Surabaya that are mediated by customer satisfaction. To achieve this goal, a questionnaire was developed with item size that captured the construct in the variables. In this study using 97 respondents, assessment of reliability and validity was carried out to validate the construct carried out to test the hypothesis with WarpPLS 6.0 software. The results showed that brand equity had a significant positive effect on customer satisfaction and customer satisfaction had a significant effect on repurchase and premium prices but was not significant for WOM and customer retention. Therefore, the results can help identify effective factors of customer satisfaction and will help marketers to formulate and implement effective marketing strategies. Keywords: Brand Equity, Repurchase, Premium Prices, WOM, Customer Retention