Image of Analisis Ekuitas Merek Terhadap Kepuasan Konsumen Dan Niat Perilaku Konsumen Smartphone Apple Pada Mahasiswa Pascasarjana Universitas Riau
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Analisis Ekuitas Merek Terhadap Kepuasan Konsumen Dan Niat Perilaku Konsumen Smartphone Apple Pada Mahasiswa Pascasarjana Universitas Riau

This study aimed to examine and analyze the influence of brand equity on consumer satisfaction and consumer behavior intentions of Apple Smartphone on Riau University Postgraduate Students. The population of Post-graduate Students in active Riau University in 2018 is known with certainty, which are 3,458 students. The sampling technique used in this study is a non probability sampling with a type of snowball sampling which produces a total sample of 135 respondents.
The data analysis technique uses Structural Equation Modeling (SEM) with the Partial Least Square (PLS) approach which is operated through the SmartPLS 3.0 program. Based on the data analysis conducted, the value of T-Statistics brand equity on Apple smartphone consumer satisfaction is 6.142 and P-Values are 0.000, so the hypothesis is accepted. However, the value of brand equity T-Statistics on the behavioral intentions of Apple smartphone consumers is 1.578 and P-Values are 0.115, so the hypothesis is rejected. However, consumer satisfaction with consumer behavior intent has a value of T-Statistics which shows 9.766 and P-Values of 0.000, so the hypothesis is accepted.
The results of this study indicate that brand equity affects consumer satisfaction of Apple smartphones positively significantly. However, brand equity has no significant effect on consumer behavior intentions, especially in the intention to repurchase Apple smartphone products. Meanwhile, consumer satisfaction proved to have a significant positive effect on the behavioral intentions of Apple smartphone consumers.

Keywords: Brand Equity, Consumer Satisfaction, Consumer Behavior, Apple smartphone.

Ketersediaan
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Perpustakaan Universitas Riau 10 03. 219 (0026)
10 03. 219 (0026)
Tersedia
Informasi Detail
Judul Seri
-
No. Panggil
10 03. 219 (0026)
Penerbit
Pekanbaru : Universitas Riau – Pascasarjana – Tesis Manajemen.,
Deskripsi Fisik
xvi, 96 hlm.; ill.; 29 cm
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
10 03. 219 (0026)
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
PASCASARJANA (MAGISTER) MANAJEMEN
Info Detail Spesifik
-
Pernyataan Tanggungjawab
Versi lain/terkait

Tidak tersedia versi lain

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