IBRAHIM, ARDI CHANDRA (2016) PENGARUH KESADARAN MEREK, ASOSIASI MEREK, LOYALITAS MEREK, CITRA MEREK DAN PERSEPSI KUALITAS TERHADAP EKUITAS MEREK SMARTPHONE DI SURABAYA. Undergraduate thesis, STIE Perbanas Surabaya.
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Abstract
One of the major objectives of marketing research is to assess the strength of brand equity. It is imperative to acknowledge that brand equity is an inseparable part of marketing and essential to the companies to create core-competencies and build strong brand experience that will impact the costumer decision making process. The purpose of this study was to determine the direct relationship between brand equity on brand awareness, brand association , brand loyalty , brand image and perceived quality three object smartphone android Oppo, Lenovo dan Xiaomi. For conducting the research, data was collected through questionnaires is 90 respondents through descriptive research design technique. Later the data was analysed and the hypothesis was tested by using multiple regression technique and analysis of variance (ANOVA). The result shows that brand awareness, brand association, brand loyalty, brand image and perceived quality influencing brand equity for smartphone android Oppo, Lenovo and Xiaomi. Keywords : Brand awareness, brand association, brand loyalty, brand image, perceived quality, brand equity
| Item Type: | Thesis (Undergraduate) |
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| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 04 Nov 2016 01:42 |
| Last Modified: | 04 Nov 2016 01:42 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/355 |
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