Analisis Pengaruh Promosi, Brand Awareness dan Brand Image Terhadap Brand Equity Smartphone Merek Xiaomi di Semarang

Gunawan, Donny Kurniawan (2018) Analisis Pengaruh Promosi, Brand Awareness dan Brand Image Terhadap Brand Equity Smartphone Merek Xiaomi di Semarang. Other thesis, UNIKA SOEGIJAPRANATA SEMARANG.

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Abstract

This research was based on phenomenon of rapid technological advances and the growth of telecommunication companies in the world. A telecommunication company that is Xiaomi has become the top 5 top brands in Indonesia. Brand equity becomes a major reason consumers choose Xiaomi products. Promotion, Brand Awareness and Brand Image are expected to positively and significantly affect Brand Equity in this research. This study took a sample of 100 respondents who ever and bought a smartphone product taken by accidental sampling method. Quantitative analysis include: multiple linear regression analysis, F test, t test, and coefficient of determination analysis. The results of this study show that Promotion (X1) proved not to have a positive and significant influence on Brand equity Xiaomi smartphone while Brand awareness (X2) and Brand Image (X3) proved to have a positive and significant influence on Brand equity (Y) on Xiaomi smartphone products . Among the three independent variables analyzed Brand image has the greatest influence on the dependent variable then followed by Brand awareness. Keywords: Promotion, Brand Awareness, Brand Image, Brand Equity

Item Type: Thesis (Other)
Subjects: > 650 Management > 658 Management > Promotion and evaluation
Divisions: Faculty of Economics and Business > Department of Management
Depositing User: Mr Lucius Oentoeng
Date Deposited: 30 Apr 2019 06:58
Last Modified: 30 Apr 2019 06:58
URI: http://repository.unika.ac.id/id/eprint/19095

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