ABSTRACT
This study aims to determine the effect of product quality, price, and brand image on Samsung smartphone customer loyalty in the millennial generation in Bekasi. This research is quantitative with a purposive sampling technique, and the sample population is 100 respondents. This data collection technique is by distributing questionnaires. In this study, the population is smartphone users who have or are currently using the Samsung brand and include the millennial generation group. This research data processing using IBM SPSS version 22. The results of this study found that product quality and brand image have a significant effect on customer loyalty to Samsung smartphones. At the same time, the price does not substantially affect the commitment of Samsung smartphone customers in Bekasi.
