| Abstract | This ÃÂÃÂ study used ÃÂÃÂ asample ofBlackBerry mobile phoneusersinKudus with 103respondentsThis sample ÃÂÃÂ usingcriteria:the ÃÂÃÂ respondentswhohave ÃÂÃÂ usedandhave ÃÂÃÂ aBlackBerry ÃÂÃÂ mobile ÃÂÃÂ phonealeast1year.Samplingtechniqueusingpurposive samplingisa sampling techniquebased onacertaintype ofpersonwhocanprovidethe appropriate informationthathas beenset bytheresearchers. ÃÂÃÂ Data collection techniques inthis study usingan ordinalscalewhilemakingtechniquereferstothe Likertscale. This research has found that the ÃÂÃÂ biggest ÃÂÃÂ variableaffectedtheconsumerloyaltyis aqualityproduct, ÃÂÃÂ it indicatesthatthe ÃÂÃÂ BlackBerrycontinuestomaintainandimprove thequality of its products, among others, ÃÂÃÂ by improvingfeaturespackaging(casing), ÃÂÃÂ colorvariationandthe like.Smallestvariablesthat affectconsumerloyaltyistheprice, ÃÂÃÂ expectedBlackBerrymight ÃÂÃÂ consider ÃÂÃÂ includingthe ÃÂÃÂ pricevariablesin makingpoliciesrelated ÃÂÃÂ toenhancingcustomer loyalty. ÃÂÃÂ For example by applyingthe priceaccording tothetargetsegmentandcompetitioncurrentlyworked byBlackBerry.Keywords: product, price, distribution, consumerloyalty. |
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