Pengaruh loyalitas merek, kualitas yang dirasakan, Kesadaran merek, terhadap ekuitas merek Pada pengguna handphone samsung Di surabaya

Arianti, Athika Widhi (2018) Pengaruh loyalitas merek, kualitas yang dirasakan, Kesadaran merek, terhadap ekuitas merek Pada pengguna handphone samsung Di surabaya. Undergraduate thesis, STIE PERBANAS SURABAYA.

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Abstract

Samsung is one of the world's largest electronics companies. Until now, Samsung has also become one of the largest brands in the world by issuing a smart mobile phone that became a champion in the competition of the gadget market. Samsung is one of the largest South Korean conglomerates (chaebol) that started as an export company in 1938 and rapidly evolved into other fields. The research aimed to find out the influence of brand loyalty, perceived quality, brand awareness of brand equity in samsung mobile users in surabaya, in this research the sampling technique using judgment sampling and this research data collection method using the technique of distributing questionnaires, where the questionnaire distributed a number of 120 questionnaire. Measurement tool used in this research is Likert scale 5 points. The results obtained from this research are: brand loyalty, brand awareness has no significant positive effect on brand equity. The perceived quality has a significant positive effect on brand equity. Keywords : Brand Loyalty, Perceived Quality, Brand Awareness, and Brand Equity

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Perpustakaan STIE Perbanas Surabaya
Date Deposited: 14 Jan 2019 08:29
Last Modified: 14 Jan 2019 08:29
URI: http://eprints.perbanas.ac.id/id/eprint/3873

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