Factors affecting consumer brand loyalty towards mobile phone

Making a strong brand is important not only nowadays but also has become one of the main agendas to every company. It is an asset to a company and to make it noticeable by consumers is not an easy task because there are a lot of elements that needed to be taking care of. Each and every product or service must have its own brand so that it can be differentiated and recognize by the consumers. Brand loyalty can be achieved if the consumers feel that the product that they bought is worth of buying and they will create a repeat purchasing of the same product or brand. When loyalty has been achieved, thus, it will create trust towards that brand. However, it’s not easy for a brand to get its consumers brand loyalty. Factors such as technology, product features, brand image and also customer service have been identified in order to see whether or not these factors have significant relationship with brand loyalty. The survey has been conducted in Malacca Town area where sample size of 100 consumers has been chosen to take part in the survey. Respondents are required to answer the questionnaires that include the statements regarding factors that influence brand loyalty on mobile phone brand then the data will be analysed and summarized in a reliable interpretable form with the use of The Statistical Package for Social Science (SPSS). The results are in the form of reliability testing, frequency, correlation and also regression. Based on this research, the result indicated that there are significant relationships between all the factors. The first rank that gives the highest significant level is technology and followed by other factors.