PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA PENGGUNA SMARTPHONE SAMSUNG DI WILAYAH JAKARTA)

Kautsar Pramundhika, . (2022) PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA PENGGUNA SMARTPHONE SAMSUNG DI WILAYAH JAKARTA). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Samsung as the best smartphone provider is evidenced by its sales which increased during the 3rd quarter of 2020. Revenue was KRW 66.96 trillion which is the highest in the company’s history, while operating profit of KRW 12.35 trillion increased by 52% from the previous 3 months period. And 59% better than the previous year. The consumer’s decision to buy a product itself is a systematic pattern that begins with the customer recognizing the problem, recearching information about the product of service leading to a purchase decision. Seeing these problems, researchers conducted a study to find out how much influence brand equity has on purchasing decisions, especially on samsung smartphones in the Jakarta area. The theory used in this research is Aaker’s theory and the method used is quantitative method. The population in this study were people in the Jakarta area by distributing. Questionnaires to 100 respondents. The techinque used in this study is multiple linear regresiion analysis using hypothesis testing, namely F and T tests. The results of this study indicate that brand equity variables consisting of brand awareness, brand associations, perceived quality and brand loyalty have a significant influence on purchasing decicions for samsung smartphones. From the results of the F test calculation, it is know that F count = 32.215 with significant level of 0.000 < 0,05. Brand awareness has a regression coefiicient of 0.189, brand associations have a regression of 0.125. perceived quality has a regression of 0.324 and brand loyalty has a regression of 0.299. ir can be concluded that the perveived quality variable is the most dominant variable influencing purchasing decisions of Samsung smartphone in the Jakarta area.

Item Type:	Thesis (Skripsi)
Additional Information:	[No Panggil : 1710411001] [Pembimbing : Yani Hendrayani] [Penguji 1 : Windhi Tia Saputra] [Penguji 2 : Priyono Sadjijo]
Uncontrolled Keywords:	Brand Awareness, Brand association, Perceived Quality, Brand Loyalty, buying decision.
Subjects:	H Social Sciences > HE Transportation and Communications
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User:	Kautsar Pramundhika
Date Deposited:	21 Sep 2022 08:36
Last Modified:	21 Sep 2022 08:36
URI:	http://repository.upnvj.ac.id/id/eprint/20920

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