Understanding Brand Loyalty Across Generations: A Multigroup Analysis of Millennial and Generation Z Samsung Smartphone Users
Keywords:
Digital Leadership, Learning Agility, Digital Transformation, Employee Performance, Higher Education.Abstract
This study examines the effects of perceived enjoyment, perceived usefulness, product innovation, and satisfaction on brand loyalty among Samsung smartphone users in Indonesia, while also exploring generational differences through multigroup analysis (MGA). Data were collected from 396 respondents, consisting of 213 Millennials and 183 Generation Z users, and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results reveal significant differences in the structural relationships across generational groups. Perceived enjoyment significantly influences brand loyalty in both generations but does not affect satisfaction, particularly among Generation Z, suggesting that loyalty may be driven by emotional experiences independently of cognitive satisfaction. Furthermore, perceived usefulness and product innovation exert a stronger influence on brand loyalty among Millennials compared to Generation Z, whereas satisfaction remains the strongest predictor of loyalty in both groups, with a more pronounced effect among Millennials. These findings indicate that Generation Z tends to be more responsive to emotional and experiential aspects of smartphone usage, while Millennials prioritize functional benefits and tangible innovation. The study provides important theoretical and managerial implications, highlighting the need for Samsung to adopt a generational differentiation strategy by enhancing interactive emotional experiences for Generation Z and strengthening functional innovation and utilitarian value for Millennial users.
References
Ahmad, N., & Zulkifli, A. M. (2022). Internet of Things (IoT) and the road to happiness. Digital Transformation and Society, 1(1), 66–94. https://doi.org/10.1108/DTS-05-2022-0009
Ajina, A. S., Joudeh, J. M., Ali, N. N., Zamil, A. M., & Hashem, T. N. (2023). The effect of mobile-wallet service dimensions on customer satisfaction and loyalty: An empirical study. Cogent Business & Management, 10(2), 2229544. https://doi.org/10.1080/23311975.2023.2229544
Akdim, K., Casaló, L. V., & Flavián, C. (2022). The role of utilitarian and hedonic aspects in the continuance intention to use social mobile apps. Journal of Retailing and Consumer Services, 66, 102888. https://doi.org/10.1016/j.jretconser.2021.102888
Aref, M. M. (2022). Electronic Word of Mouth, Online Advertising and Attitude Toward Egyptian Websites As Antecedents of Online Purchase Intention: Empirical Findings From Egypt. International Journal of Electronic Commerce Studies, 13(3), 21–44. https://doi.org/10.7903/ijecs.2010
Ashfaq, M., Yun, J., Waheed, A., Khan, M. S., & Farrukh, M. (2019). Customers ’ Expectation , Satisfaction , and Repurchase Intention of Used Products Online : Empirical Evidence From China. https://doi.org/10.1177/2158244019846212
Ata, S., Baydaş, A., & Coşkuner, M. (2023). Effects of Content Marketing on Customer Satisfaction and Brand Loyalty. Journal of Social Sciences, 6(2), 37–45. https://doi.org/10.52326/jss.utm.2023.6(2).03
Azzahra, T. R., & Kusumawati, N. (2023). Impact of Mobile Service Quality, Perceived Value, Perceived Usefulness, Perceived Ease of Use, Customer Satisfaction Towards Continuance Intention to Use MyTelkomsel App. Journal of Consumer Studies and Applied Marketing, 1(1), 46–60. https://doi.org/10.58229/jcsam.v1i1.74
Bae, S., Jung, T. H., Moorhouse, N., Suh, M., & Kwon, O. (2020). The Influence of Mixed Reality on Satisfaction and Brand Loyalty in Cultural Heritage Attractions : A Brand Equity Perspective. Sustainability, 12.
Çoklar, A. N., & Tatli, A. (2021). Examining the Digital Nativity Levels of Digital Generations : From Generation X to Generation Z. 1989.
Elareshi, M., Habes, M., Safori, A., Attar, R. W., Noor Al adwan, M., & Al-Rahmi, W. M. (2023). Understanding the Effects of Social Media Marketing on Customers’ Bank Loyalty: A SEM Approach. Electronics (Switzerland), 12(8). https://doi.org/10.3390/electronics12081822
Goggin, G. (2025). Mobile AI: Communication and Mobility After the Smartphone. Communication and Change, 1(1), 1–27. https://doi.org/10.1007/s44382-025-00002-3
Hair, J. F., M. Hult, G. T., M. Ringle, C., Sarstedt, & Marko. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Sage Publications.
Haryadi, I., & Syharuddin, S. (2023). The Impact Of Brand Image and Promotion on Customer Loyalty. Jurnal Ilmu Ekonomi Dan Bisnis Islam, 5(1), 51–67. https://doi.org/10.24239/jiebi.v5i1.148.51-67
Hasan, A. A.-T., Sumon, S. M., Islam, M. T., & Hossain, M. S. (2021). Factors influencing online shopping intentions: The mediating role of perceived enjoyment. Turkish Journal of Marketing, 6(3), 239–253. https://doi.org/10.30685/tujom.v6i3.132
Hill, S., & Yoeung, S. (2024). Connecting Perceived Brand Quality to Loyalty: The Satisfaction Acts as Mediator of Smartphone Brand. Open Journal of Business and Management, 12(06), 4036–4054. https://doi.org/10.4236/ojbm.2024.126202
Huang, F. (2024). education sciences If I Enjoy , I Continue : The Mediating Effects of Perceived Usefulness and Perceived Enjoyment in Continuance of Asynchronous Online English Learning.
Hwang, J., Lee, J. S., & Kim, H. (2019). Perceived innovativeness of drone food delivery services and its impacts on attitude and behavioral intentions: The moderating role of gender and age. International Journal of Hospitality Management, 81(February), 94–103. https://doi.org/10.1016/j.ijhm.2019.03.002
Ivasciuc, I., Sequeira, A. S., Brown, L., & Ispas, A. (2025). Digital Natives on the Move : Cross-Cultural Insights into Generation Z’s Travel Preferences. 1–20.
Jo, H., & Park, D. H. (2024). Exploring loyalty drivers for smartphone and mobile carriers. Humanities and Social Sciences Communications, 11(1). https://doi.org/10.1057/s41599-024-03371-0
Juanli, L., Lei, H., Yubo, W., Ye, L., Sleiman, K. A. A., & Suliman, M. A. (2025). An empirical investigation of E-loyalty formation for online shopping in China. Acta Psychologica, 258, 105135. https://doi.org/10.1016/j.actpsy.2025.105135
Manhas, P. S., Sharma, P., & Quintela, J. A. (2024). Product Innovation and Customer Experience: Catalysts for Enhancing Satisfaction in Quick Service Restaurants. Tourism and Hospitality, 5(3), 559–576. https://doi.org/10.3390/tourhosp5030034
Masserini, L., Bini, M., & Difonzo, M. (2024). Is Generation Z more Inclined than Generation Y to Purchase Sustainable Clothing? Social Indicators Research, 175(3), 1155–1171. https://doi.org/10.1007/s11205-024-03328-5
Mingaleva, Z., & Vukovic, N. (2023). Brand Management and Innovation Management in the Age of Sustainable Development. Sustainability, 15(12), 9806.
Nguyen Thi, B., Tran, T. L. A., Tran, T. T. H., Le, T. T., Tran, P. N. H., & Nguyen, M. H. (2022). Factors influencing continuance intention of online shopping of generation Y and Z during the new normal in Vietnam. Cogent Business and Management, 9(1). https://doi.org/10.1080/23311975.2022.2143016
Şahin, A., Kitapçi, H., & Zehir, C. (2013). Creating Commitment, Trust and Satisfaction for a Brand: What is the Role of Switching Costs in Mobile Phone Market? Procedia - Social and Behavioral Sciences, 99, 496–502. https://doi.org/10.1016/j.sbspro.2013.10.518
Santos, M., & Schlesinger, W. (2021). When love matters. Experience and brand love as antecedents of loyalty and willingness to pay a premium price in streaming services. Spanish Journal of Marketing - ESIC, 25(3), 374–391. https://doi.org/10.1108/SJME-11-2020-0201
Santoso, A., & Sulistyawati, A. I. (2022). Role of Product Innovation in Increasing Competitive Advantage. Noctis, 01(01), 25–33. https://journal.uns.ac.id/noctis/index
Sharma, H., & Srivastav, P. (2023). Purchase Preference of Generation Z: A comparison with Gen Y and Gen X. International Journal For Multidisciplinary Research, 5(4). https://doi.org/10.36948/ijfmr.2023.v05i04.5767
Tianto, R., Kholid, I., & Noorthirafi, G. Q. (2025). Pengaruh Kualitas Pelayanan, Kualitas Produk, Dan Inovasi Terhadap Kepuasan Pelanggan Dan Terciptanya Loyalitas Pelanggan Pada Smartphone Samsung Di Surabaya Timur. Eco-Entrepreneur, 11(1), 40–54.
Utami, B., Hidayat, M. S., & Setyariningsih, E. (2023). The Relationship between Customer Satisfaction and Loyalty: A Systematic Literature Review. International Journal of Social Service and Research, 3(1), 54–62. https://doi.org/10.46799/ijssr.v3i1.222
Utomo, W. P., & Heriyanto, D. (2022). Indonesia Gen Z Report 2022. In IDN Research Institute (Vol. 1, Issue 1).
Vanessa, A., Miguel, C., & Michael, C. (2024). IDC: Indonesia’s Smartphone Market Starts the Year with a Strong 27.4% Growth in 1Q24. IDC Research.
Verma, R., Dvorsky, J., Tewari, A., Shrivastava, A. K., Kumar, M., Singh, M., & Sharif, T. (2025). Do Gen Y and Gen Z differ in their purchase intention towards recycled products? A moderation study. Cogent Business and Management, 12(1). https://doi.org/10.1080/23311975.2025.2534852
Yi, L., Khan, M. S., & Safeer, A. A. (2022). Firm innovation activities and consumer brand loyalty: A path to business sustainability in Asia. Frontiers in Psychology, 13(July), 1–19. https://doi.org/10.3389/fpsyg.2022.942048
Yum, K., & Yoo, B. (2023). The Impact of Service Quality on Customer Loyalty through Customer Satisfaction in Mobile Social Media. Sustainability (Switzerland), 15(14). https://doi.org/10.3390/su151411214
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 TEC EMPRESARIAL
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
