Pengaruh Brand Image Terhadap Kesetiaan Pengguna Smartphone Samsung (Studi Kasus Mahasiswa Universitas Islam Riau)

This study aims to determine the effect of brand image on Samsung smartphone loyalty. The variables of this research are brand image and loyalty. The sample criteria in this study were students from the faculty of economics, law faculty, agriculture faculty at the Islamic University of Riau who used Samsung smartphones. The sample used in this study were 50 respondents who were taken using purposive sampling and data collection techniques using a questionnaire. The analytical method used is descriptive analysis method and statistical analysis is using simple linear regression, and hypothesis testing using the t test. The results of this study indicate that the brand image variable has a significant effect on the loyalty of Samsung smartphone users at the Islamic University of Riau