PENGARUH EKUITAS MEREK (BRAND EQUITY) TERHADAP KEPUTUSAN PEMBELIAN SMARTHPHONE MEREK SAMSUNG NOTE 8 DI SURABAYA

Utami, Setyo (2018) PENGARUH EKUITAS MEREK (BRAND EQUITY) TERHADAP KEPUTUSAN PEMBELIAN SMARTHPHONE MEREK SAMSUNG NOTE 8 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 equity, on purchasing decision Samsung Note 8 at 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 association and brand awareness has significant positive effect on purchasing decision. Keywords : Brand Equity, Brand Awareness, and Brand Loyalty

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: 13 Mar 2019 07:27
Last Modified: 13 Mar 2019 07:27
URI: http://eprints.perbanas.ac.id/id/eprint/4203

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