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

ZHAFRAN, FARRAS MUHAMMAD and Thamrin, KM. Husni and Nailis, Welly (2022) PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SAMSUNG GALAXY DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

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.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand Awareness, Brand Associations, Perceived Quality, And Brand Loyalt, Purchase Decision, Samsung Galaxy
Subjects:	L Education > LD Individual institutions (United States) L Education > LD Individual institutions (United States) > LD13-7501 Individual institutions
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Muhammad Farras Zhafran
Date Deposited:	21 Jan 2022 08:37
Last Modified:	21 Jan 2022 08:37
URI:	http://repository.unsri.ac.id/id/eprint/62228

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