Search for collections on Perbanas Institutional Repository

Pengaruh Kesadaran Merek, Loyalitas Merek, Dan Asosiasi Merek Terhadap Ekuitas Merek Pada Smartphone Samsung Di Surabaya (Studi Kasus Pada Samsung Tipe J5

Saidah, Isti (2017) Pengaruh Kesadaran Merek, Loyalitas Merek, Dan Asosiasi Merek Terhadap Ekuitas Merek Pada Smartphone Samsung Di Surabaya (Studi Kasus Pada Samsung Tipe J5. Undergraduate thesis, STIE Perbanas Surabaya.

[img]
Preview
Text
artikel ilmiah.pdf

Download (853kB) | Preview
[img]
Preview
Text
COVER.pdf

Download (992kB) | Preview
[img]
Preview
Text
BAB I.pdf

Download (179kB) | Preview
[img]
Preview
Text
BAB II.pdf

Download (242kB) | Preview
[img] Text
BAB III.pdf
Restricted to Registered users only

Download (245kB)
[img] Text
BAB IV.pdf
Restricted to Registered users only

Download (597kB)
[img]
Preview
Text
BAB V.pdf

Download (171kB) | Preview
[img] Text
LAMPIRAN.pdf
Restricted to Registered users only

Download (2MB)

Abstract

Samsung smartphone is a brand from south korea. Samsung perceives the product has a very good quality and has different features than other smartphone. Samsung has mastered a good market when compared to other brands. This study aims to analyze the influence of brand awareness, brand loyalty, and brand association to brand equit on Samsung smartphone in Surabaya. Sample in this research is smartphone user Samsung with type Galaxy J5 in Surabaya area. The number of samples used in as many as 80 respondents obtained trough an offline questionnaire and use the techniques of convenience sampling and purposive sampling. Analysis tool used is the program SPSS version 16.0. the resoults of the study show that the the brand awareness variable has a positive effect is not significant to brand equity, brand loyalty has a significant positive effect on brand equity, and brand association has a significant positive effect on brand equity. Keyword : Brand Awareness, Brand Loyalty, Brand Association and Brand Equity

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Magang Magang
Date Deposited: 19 Dec 2019 09:07
Last Modified: 19 Dec 2019 09:07
URI: http://eprints.perbanas.ac.id/id/eprint/5729

Actions (login required)

View Item View Item