Strategi Komunikasi Pemasaran, Kualitas Layanan, dan Manajemen Hubungan Pelanggan dalam Membangun Ekuitas Merek Smartphone Xiaomi di Bintang ACC Takengon

Abstract

This quantitative study employs a causal-associative design to identify, map, and quantify the magnitude of the partial and simultaneous effects of marketing communication strategies, service quality, and Customer Relationship Management (CRM) on the brand equity of Xiaomi mobile devices among the customer base of Toko Bintang ACC in Central Aceh Regency. This empirical investigation involved 83 respondents selected via purposive sampling, based on criteria requiring a minimum of six months of Xiaomi smartphone ownership and a history of retail transactions at Toko Bintang ACC. Data collection was conducted using a structured questionnaire with a 1–5 Likert scale distributed digitally, and econometric modeling was performed using multiple linear regression analysis via SPSS software (version 26). Statistical results indicate that, on a partial basis, the marketing communication strategy variable does not demonstrate a significant causal relationship with brand equity (t-calculated = 0.183 < t-table = 1.990; p = 0.855 > 0.05). Similarly, the service quality dimension was found to have no significant partial effect on the formation of brand equity (t-calculated = 1.292 < t-table = 1.990; p = 0.200 > 0.05). Conversely, the Customer Relationship Management (CRM) variable was proven to have a positive and significant impact on boosting brand equity (t-calculated = 3.246 > t-table = 1.990; p = 0.002 < 0.05). Simultaneously, the integration of the three independent variables contributes significantly to predicting brand equity variability (F-calculated = 32.341 > F-table = 2.72; p = 0.000 < 0.05). The correlation coefficient (R = 0.742) reflects a strong associative relationship, while the coefficient of determination (R² = 0.551) indicates that 55.1% of the variance in consumer brand equity is accounted for by the combination of these three independent variables, whereas the remaining 44.9% is influenced by exogenous determinants outside the estimation model.