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) |
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| Subjects: | 600 Technology (Applied sciences) > 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: | 02 Feb 2021 05:48 |
| URI: | http://repository.unika.ac.id/id/eprint/19095 |
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