PENGARUH CUSTOMER DELIGHT TERHADAP CUSTOMER LOYALTY: Survei Pada Pengguna Smartphone Xiaomi di Indonesia

"The Influence of Customer Delight on Customer Loyalty (Survey of XIAOMI Smartphone Users in Indonesia)" under the guidance of Prof. Dr. H. Agus Rahayu, M.P. and Dr. Puspo Dewi Dirgantari, S.Pd., MT, MM. Customer Delight is a reference for consumer satisfaction which is not only created from products or services that are in accordance with the needs and desires of consumers or customers. Therefore, customer satisfaction must be the main goal for the company This study aims to measure the effect of Customer Delight on Customer Loyalty (a survey of XIAOMI smartphone users in Indonesia). Primary data was collected by distributing questionnaires to 200 respondents using XIAOM smartphones. Data analysis used SEM (Structural Equation Model) with AMOS software for windows. This study consists of 32 items of statements. The results showed that there was a positive and significant effect of customer delight on customer loyalty. From the independent variables used in this study, it was found that customer delight had a major influence on customer loyalty