Pengaruh Dimensi Ekuitas Merek Terhadap Loyalitas Konsumen Pada Smartphone Samsung Di Kecamatan Wringinanom Kabupaten Gresik (Studi Pada Pengguna Samsung)

Indiani, Irma (2021) Pengaruh Dimensi Ekuitas Merek Terhadap Loyalitas Konsumen Pada Smartphone Samsung Di Kecamatan Wringinanom Kabupaten Gresik (Studi Pada Pengguna Samsung). Skripsi thesis, Universitas Kadiri.

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Abstract

This study aims to determine the effect of brand awareness, brand association, perceived quality and brand loyalty on consumer loyalty to Samsung smartphones in Wringinanom District, Gresik Regency. This research method uses quantitative research because it wants to explain the relationship that occurs between the variables of the Brand Equity Dimension. The analytical tool used is multiple regression analysis with partial and simultaneous tests and the measurement of the coefficient of determination. The results of this study obtained multiple regression analysis Y = 4.392 + 0.120X1 + 0.115X2 + 0.195X3 + 0.368X4. This result shows the influence of brand awareness on consumer loyalty for Samsung Smartphone products with t count > t table (2.812 > 1,984), there is an influence between Brand Association on Consumer Loyalty of Samsung Smartphone products t count > t table (2.876 > 1,984), there is an influence between Perception Quality on Consumer Loyalty of Samsung Smartphone products t count > t table (3,781 > 1,984), there is an influence between Brand Loyalty on Consumer Loyalty of Samsung Smartphone products t count > t table (6,734 > 1,984). There is an influence between Brand Awareness, Brand Association, Quality Perception and Brand Loyalty partially on Consumer Loyalty on Samsung Smartphone products with an effect of 81.5% and the rest is influenced by other variables not included in this study of 18.5%. Keywords: Dimensions of Brand Equity, Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty, and Consumer Loyalty.

Item Type: Thesis (Skripsi)
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi > Prodi Manajemen S1
Depositing User: NR Nurul Huda
Date Deposited: 14 Jan 2022 02:27
Last Modified: 16 Jan 2022 20:43
URI: http://repository.unik-kediri.ac.id/id/eprint/169

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