CD Tesis

Pengaruh Brand Awareness Dan Persepsi Kualitas Terhadap Brand Equity Dan Keputusan Membeli Smartphone Samsung Di Kota Pekanbaru

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Competition in the Smartphone industry today is very rapid, this is marked by the number of producers who offer a variety of products to consumers So the company must have various strategies to survive in the competition. To face the competition, the company must be able to understand about the factors that influence the buying decision Samsung Smartphone. Among those to be studied are brand awareness, quality perception, and brand equity.
The purpose of this study is to analyze the effect of brand awareness and quality perceptions of brand equity and decision to buy a samsung smartphone in Koa Pekanbaru. This research was conducted In Pekanbaru City with the sample used is as much as 220 respondents who use Samsung smartphone. Techniques Data collection used is a questionnaire with Likert scale. SEM analysis becomes hypothesis test tool using smartPls 3.00 and SPSS 17.00 for windows program.
Based on the results of the research, it can be concluded: 1) brand awareness and quality perceptions affect the brand equity; 2) brand awareness and quality perception have an effect on purchasing decision; 3) brand equity effect on purchasing decision. Therefore, to create purchasing decisions, the company can improve the awareness of existing brands in consumers, as well as improve consumer quality perceptions of Samsung smartphones.

Keywords : Brand Awareness, Quality Perception, Brand Equity And Buying Decision Samsung Smartphone.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

10 03. 218 (0125)

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Manajemen., 2018

Deskripsi Fisik

xv, 118 hlm.; ill.; 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

10 03. 218 (0125)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

PASCASARJANA (MAGISTER) MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

FATAH

Versi lain/terkait

Lampiran Berkas

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