Proceedings of the International Conference on Business, Economics, Social Sciences, and Humanities - Economics, Business and Management Track (ICOBEST-EBM 2024)

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Customer Loyalty on Digital Device: The Impact of Hexaco Personality on Brand Evangelism

Authors
Richard Surungan Hutajulu1, *, Farida Frihatini2, Mila Amri3, Siti Rosadah4, Iren Nur Fajar5
1Lecturer in Retail Management Faculty of Bussiness and Management, Institut Teknologi Dan Bisnis Bina Sarana Global, Jalan Aria Santika 43, Tangerang, Indonesia
2Head of Retail Management Study Program, Faculty of Bussiness and Management, Institut Teknologi Dan Bisnis Bina Sarana Global, Jalan Aria Santika 43, Tangerang, Indonesia
3Lecturer in Retail Management Faculty of Bussiness and Management, Institut Teknologi Dan Bisnis Bina Sarana Global, Jalan Aria Santika 43, Tangerang, Indonesia
4Student Faculty of Bussiness and Management, Institut Teknologi Dan Bisnis Bina Sarana Global, Jalan Aria Santika 43, Tangerang, Indonesia
5Student Faculty of Bussiness and Management, Institut Teknologi Dan Bisnis Bina Sarana Global, Jalan Aria Santika 43, Tangerang, Indonesia
*Corresponding author. Email: richard.surungan.hutajulu@global.ac.id
Corresponding Author
Richard Surungan Hutajulu
Available Online 29 July 2024.
DOI
10.2991/978-94-6463-465-5_3How to use a DOI?
Keywords
Customer Loyalty; Hexaco Personality; Brand Evangelism; Smartphone Market Competition
Abstract

Smartphone companies are racing to swiftly release various specifications of gadgets to enhance customer loyalty. This research aimed to analyze brand evangelism as a crucial mediating factor in increasing the influence of Hexaco personality on customer loyalty in the Indonesian smartphone market. A quantitative method was used for the research based on primary data with a sample of 358, and the obtained data were further analyzed using SEM Amos software. The results showed that brand evangelism served as a highly effective mediating factor in enhancing the influence of Hexaco personality on customer loyalty in the Indonesian smartphone market. Consequently, attention to brand evangelism was essential to excel in the market competition by enhancing customer loyalty. This was achieved by providing specific incentives to customers who attract new customers and developing a referral strategy, focusing on the the safety of customer information on devices and administration systems.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Business, Economics, Social Sciences, and Humanities - Economics, Business and Management Track (ICOBEST-EBM 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
29 July 2024
ISBN
10.2991/978-94-6463-465-5_3
ISSN
2352-5428
DOI
10.2991/978-94-6463-465-5_3How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Richard Surungan Hutajulu
AU  - Farida Frihatini
AU  - Mila Amri
AU  - Siti Rosadah
AU  - Iren Nur Fajar
PY  - 2024
DA  - 2024/07/29
TI  - Customer Loyalty on Digital Device: The Impact of Hexaco Personality on Brand Evangelism
BT  - Proceedings of the International Conference on Business, Economics, Social Sciences, and Humanities - Economics, Business and Management Track (ICOBEST-EBM 2024)
PB  - Atlantis Press
SP  - 27
EP  - 42
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-465-5_3
DO  - 10.2991/978-94-6463-465-5_3
ID  - Hutajulu2024
ER  -