Student Loyalty In Buying Cell Phone To Support Online Learning In The Time Of Covid-19

Abstract

The aim of this study was to comprehensively examine the consumer loyalty model involving product quality, price, promotion, and distribution variables. The objects of this research were the students affected by the Covid-19 pandemic located in Semarang City, Central Java. The main results of this study found that the product quality variable had the greatest influence compared to the other independent variables. This finding is very surprising considering that several previous studies conducted during the Covid-19 pandemic placed the price variable as the variable that greatly influenced the level of loyalty. However, in this study, the respondents agreed that the product quality element had a greater influence than the price variable. The results of this study validate that superior product quality will be able to influence student loyalty in buying cell phones in the Covid-19 era. For this reason, it is recommended for cell phone manufacturers to be able to produce cell phones with good quality. The way is to always display superior features and easy to operate, and the other way is to always offer products that follow the latest technological developments. This research also suggests to marketers to always communicate with consumers by informing the advantages of the product, including the ability of cell phones to provide the availability of Bluetooth, internet, social media, and other features that can support the teaching and learning process in an interesting way.