ANALISIS PENGARUH CITRA MEREK TERHADAP MINAT BELI SMARTPHONE SAMSUNG

Tiara, Dinda Ayu (2018) ANALISIS PENGARUH CITRA MEREK TERHADAP MINAT BELI SMARTPHONE SAMSUNG. Other thesis, Unika Soegijapranata Semarang.

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Abstract

Samsung which is the top smartphone in Indonesia has a high market share throughout the year 2014 and 2015, through the launch of products that have the relatively same specifications by taking one type of Samsung 2015 and Asus type 2015 found comparison of relatively similar features, but the prices differ significantly. The price of Samsung is relatively more expensive than the price of Asus, but Samsung remains consistent be a flagship smartphone in Indonesia. This then raises allegations of the influence of brand image that affects the buying interest of Samsung smartphones. This study aims to find out how the brand image and buying interest in the minds of consumers, and how the influence of brand image of buying interest. The population in this study is all Samsung smartphone users. The sample is determined by using purposive sampling technique with 80 respondents of Samsung smartphone users who are domiciled in the city of Semarang. The data used is primary data, using likert scale. Analytical techniques used descriptive analysis, simple linear regression analysis, t test, and coefficient of determination (R ²). The results showed that brand image in the minds of respondents tends to functional benefits, whereas buying interest in the minds of respondents tends to preferential benefits. And there is a positive and significant influence between of brand image on buying interest.

Item Type:	Thesis (Other)
Subjects:	600 Technology (Applied sciences) > 650 Management > 659 Advertising and public relations > Brands
Divisions:	Faculty of Economics and Business > Department of Management
Depositing User:	Mr Lucius Oentoeng
Date Deposited:	21 Nov 2018 02:26
Last Modified:	21 Nov 2018 02:26
URI:	http://repository.unika.ac.id/id/eprint/17461

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