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 > 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: | 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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