Lie, Michael and Harta, I Komang Samudra and Liyanto, Kerinton (2020) Pengaruh asosiasi merek, kesetiaan merek, kesadaran merek, dan citra merek terhadap ekuitas merek pada pengguna smartphone Oppo di wilayah Karawaci Tangerang. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Pertumbuhan pengguna smartphone yang sangat tinggi di Indonesia membuat para perusahaan yang mengeluarkan produk smartphone harus berusaha menjadi yang terbaik antara perusahaan smartphone lainnya. Pada saat ini OPPO berada di posisi kedua dalam pangsa pasar smartphone di Indonesia pada kuartal II-2019.Tujuan penelitian ini adalah untuk mengetahui asosiasi merek, kesetiaan merek, kesadaran merek, dan citra merek memiliki pengaruh terhadap ekuitas merek. Teknik pengambilan sampel dilakukan dengan purposive sampling. Kuesioner disebarkan pada 150 responden di Karawaci Tangerang yang merupakan pengguna smartphone OPPO. Hasil dari penelitian ini menunjukkan bahwa adanya pengaruh asosiasi merek terhadap ekuitas merek, sedangkan, kesetiaan merek, kesadaran merek, dan citra merek tidak terdapat pengaruh terhadap ekuitas merek.
Item Type: | Thesis (Bachelor) | ||||||||||||
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Additional Information: | SK 11-14 LIY p | ||||||||||||
Uncontrolled Keywords: | asosiasi merek; citra merek; kesadaran merek; kesetiaan merek; ekuitas merek | ||||||||||||
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||||||
Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management Current > Faculty/School - UPH Karawaci > Business School > Management |
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Depositing User: | Michael Lie | ||||||||||||
Date Deposited: | 09 Nov 2020 04:21 | ||||||||||||
Last Modified: | 07 Sep 2021 07:10 | ||||||||||||
URI: | http://repository.uph.edu/id/eprint/12054 |
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