DISTINGUISHING LOYALTY AND CUSTOMER SATISFACTION OF XIAOMI SMARTPHONE IN YOUNG WORKERS SIDOARJO

Photographing activities become the most activities carried out by customers and uploaded to social media in Indonesia and even in the world. Taking pictures of yourself or objects is a part of community life in Sidoarjo. In addition to following the right market trends, for companies to maintain customer satisfaction and loyalty. Satisfaction of the product will affect the customer in taking the next attitude. The customer is satisfied with a repeat purchase and will say good things about the product. Research conducted in the form of case studies on XIAOMI Smartphone users in Sidoarjo. This research is an in-depth study of one case or one unit and the conclusions in this study only apply to the case in question, so it cannot be used in other cases. The results in this study that there are differences in the level of customer satisfaction and loyalty of XIAOMI smartphone users by sex. Independent Samples t-test showed significant differences in customer satisfaction in males and females and showed significant differences in customer loyalty in males and females. The mean value indicates that female customer satisfaction and loyalty is higher than male customers.


INTRODUCTION
Entering the end of 2019, challenges and business competition are getting tougher, rapid environmental changes with advances in information technology that require companies to follow the changes that occur in order to stay afloat in existing competition. These changes have an impact on customers because it is increasingly easy for customers to obtain information so that customers will leave if their satisfaction is not met. In marketing products that need to be considered is the market and customers.
Smartphone is one of the communication tools that is developing as information technology advances. Smartphones evolve into products that are needed because of its role in helping daily activities. Various  Photographing activities become the most activities carried out by customers and uploaded to social media in Indonesia and even in the world. Taking pictures of yourself or objects is a part of community life in Sidoarjo. This kind of community habit is welcomed by the Xiomi team by presenting a smartphone with front or rear camera. Xiaomi offers smartphones at affordable prices so that it can be an alternative for customers who want to follow the trend. In addition to following the right market trends, for companies to maintain customer satisfaction and loyalty. Satisfaction of the product will affect the customer in taking the next attitude. The customer is satisfied with a repeat purchase and will say good things about the product.
In accordance with these thoughts the researcher will conduct research on customer loyalty and satisfaction in young workers in Surabaya whether there are differences in the level of satisfaction and loyalty based on the sex of the customer.

Management
According to Terry in Hasibuan (2016) Management is a process that consists of several actions namely planning, directing and controlling which are carried out to determine and achieve the targets determined through the utilization of human resources and other sources. According to Stoner et.al. in Safroni (2012) Management is an activity of planning, organizing, leading and controlling organizational members and the process of using organizational resources to meet predetermined goals.

Marketing
According to Stanton in Swastha (2014) Marketing is a system of all activities for planning, pricing, promotion and distribution of goods and services to be able to satisfy existing customers to potential buyers. According to Kotler et.al. (2016) Marketing is the process by which organizations create value for customers and build strong relationships with customers which aim to capture the value of customers in return.

Consumer Behavior
According to Engel in Sangadji et.al. (2013) Consumer behavior is an action directly involved in the acquisition, consumption and finish of a product or service, including the processes that precede and follow these actions. According to Hasan (2013) Consumer behavior is a study that is involved when individuals or groups choose, buy, use or arrange products, services, ideas or experiences to satisfy the needs and desires of consumers.

Product
According to Kotler and Armstrong (2016) Products are a combination of goods and services offered by companies to target markets. According to Tjiptono (2014) Products are everything that producers offer to be noticed, requested, bought, consumed by the market as meeting the needs or desires of the relevant market.

Attitude
According to Chaplin in Sabri (2010) Attitude is a relatively stable and continuous predisposition or tendency to behave or react in certain ways to certain objects, institutions or problems. According to Sangadji et.al. (2013) Attitude is responding to consumers' feelings which can be feelings of liking or disliking certain objects.

Customer Satisfaction
According to Kotler

Descriptive Analysis
In this research descriptive analysis will discuss respondents in terms of gender. Information as follows:

Analysis of Differences in Loyalty and Customer Satisfaction Based on Gender
To analyze the differences in the level of loyalty and customer satisfaction of XIAOMI smartphone users by gender using the Independent Samples t-test, the SPSS output results are as follows:

CONCLUSION
Based on the explanation and analysis above, it can be concluded in this study that there are differences in the level of satisfaction and loyalty of XIAOMI smartphone users by sex. The results of the Independent Samples t-test showed a t-value of -6.754 with sig. of 0,000 <0.05 which means that there are significant differences in customer satisfaction in male and female. T-value of -8.669 with sig. of 0.000 <0.05 which means that there are significant differences in customer loyalty in males and females. Based on the mean value it is known that satisfaction and loyalty of female customers is higher than male customers.  Engel, Blackwell and Miniard, 1994, Consumer Behavior, Jakarta, Binarupa Aksara. Hasan, Ali, 2013, Marketing and Selected Cases, Yogyakarta, Center of Academic Publishing Service. Hasibuan, Malayu S.P., 2016, Human Resource Management. Revised Edition, Jakarta, PT. Earth Literacy. Kotler, Philip and Gary Armstrong, 2016, Principles of Marketing. Issue 13 Volume 1, Jakarta, Erlangga. Kotler, Philip and Kevin Lane Keller, 2016, Marketing Management, 15th Edition, New Jersey, Pearson Pretice Hall Inc. Rangkuti, Freddy, 2014 Analysis: Techniques for Dissecting Business Cases, Jakarta, PT. Gramedia Main Library. Riduwan andAkdon, 2013, Formulas andData in Statistical Analysis, Bandung, CV. Alfabeta. Sabri, M.Alisuf, 2010, Educational Psychology Based on the National Curriculum, Jakarta, Jaya Science Guidelines. Safroni, Ladzi, 2012, Management and Reform of Public Services in the Context of Indonesian Bureaucracy, Surabaya, Aditya Media Publishing. Sangadji, E.M. andSopiah, 2013, Consumer Behavior: Consumer Behavior andMarketing Strategy, Volume 2, Jakarta, Erlangga. Stanton, William J., 1993, Principles of Marketing, Jakarta, Erlangga. Stoner, James A.F andEdward Freeman (eds) Vol.36, No.1, July, pp. 196-202. Nobar, Hossein Bodaghi and Reza Rostamzadeh, 2018