Skripsi

PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SAMSUNG GALAXY DI KOTA PALEMBANG

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Penilaian

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The purpose of this study was to determine the effect of Brand Awareness, Brand Associations, Perceived Quality, and Brand Loyalty on consumer purchasing decisions for Samsung Galaxy smartphone products in Palembang City. The population in this study were consumers of Samsung Galaxy mobile phones in the city of Palembang totaling 100 people. The data collection technique used was a census by distributing questionnaires to 100 consumers of Samsung Galaxy mobile phones in Palembang City. This study uses primary data obtained from questionnaires and the analysis technique used is multiple regression analysis. The results of this study indicate that Ho is rejected and Ha is accepted, which means the influence of Brand Awareness, Brand Associations, Perceived Quality, and Brand Loyalty on consumer purchasing decisions for Samsung Galaxy smartphone products in Palembang City. Suggestions that can be given in this study are Samsung Galaxy marketers in Palembang City can increase promotion of the Samsung brand such as advertising on social media, sponsoring music or sports events, holding social services so that the Samsung Galaxy brand is more closely known by smartphone consumers, especially in the city of Palembang.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2107004361	T62228	T622282021	Central Library (Reference)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T622282021

Publisher

Inderalaya : Prodi Manajemen, Fakultas Ekonomi Universitas Sriwijaya., 2021

Collation

xv, 69 hlm.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

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Classification

658.820 7

Content Type

Text

Media Type

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Carrier Type

-

Edition

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Subject(s)

Promosi Penjualan
Ekonomi Manajemen.

Specific Detail Info

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Statement of Responsibility

MI

Other version/related

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