Analisis elemen-elemen brand equity pada smartphone samsung galaxy s series di Surabaya

Odilia, Stephany (2017) Analisis elemen-elemen brand equity pada smartphone samsung galaxy s series di Surabaya. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Telepon genggam atau handphone merupakan solusi alat bantu komunikasi yang paling populer digunakan karena pemakaiannya yang mudah, efektif, dan efisien. Smartphone merek Samsung merupakan salah satu merek yang saat ini banyak digunakan oleh masyarakat (www.beritateknologi.com). Konsumen memilih smartphone Samsung Galaxy S series karena sudah memiliki merek yang bagus dan dapat dipercaya kualitasnya, mereka menggunakan Samsung Galaxy series dikarenakan fitur-fitur yang up to date, penggunaan teknologi yang modern sehingga dapat berkomunikasi lebih mudah dan cepat serta dapat melakukan kegiatan-kegiatan lain seperti menggunakan jejaring sosial seperti facebook, BBM, path, instagram, dan lain-lain. Konsumen juga memilih smartphone merek Samsung Galaxy S series dikarenakan desain yang simpel dan elegan. Tujuan penelitian ini adalah untuk mengetahui pengaruh elemen-elemen brand equity yaitu, perceived quality, brand awareness, brand association, dan brand loyalty pada smartphone Samsung Galaxy S di Surabaya. Penelitian ini dilakukan di wilayah Surabaya. Pada penelitian ini, subjek yang dijadikan reponden adalah konsumen smartphone Samsung Galaxy S series di Samsung Experience Store (Galaxy Mall), pimpinan store, dan bagian pemasaran dengan memakai 100 responden. Hasil penelitian yang dilakukan diperoleh elemen brand awareness menunjukkan bahwa tidak terdapat hubungan yang parsial terhadap brand equity, dengan nilai signifikansi brand awareness adalah 0.158. Lalu pada brand association menunjukkan adanya hubungan yang parsial terhadap brand equity, dengan nilai signifikansi brand association adalah 0.000. Kemudian perceived quality menunjukkan adanya hubungan yang parsial terhadap brand equity, dengan nilai signifikansi perceived quality sebesar 0.000. Dan terakhir terdapat elemen brand loyalty yang memiliki hubungan yang parsial terhadap brand equity, dengan nilai signifikansi brand loyalty sebesar 0.000 / Mobile phones or cellphones are the most popular communication aid solution used because of its easy, effective and efficient usage. Smartphone Samsung is one brand that is currently widely used by the public (www.beritateknologi.com). Consumers choose smartphone Samsung Galaxy S series because they already have a good brand and can be trusted for their quality, they use Samsung Galaxy series due to up-to-date features, the use of modern technology so they can communicate more easily and quickly and can do other activities like using social networks like Facebook, BBM, path, Instagram, and others. Consumers also choose Samsung Galaxy S series because of their simple and elegant design. The purpose of this study was to determine the effect of brand equity elements, namely perceived quality, brand awareness, brand association, and brand loyalty on Samsung Galaxy S in Surabaya. This research was conducted in the Surabaya area. In this study, the subject who was used as the respondent was a consumer of Samsung Galaxy S series at Samsung Experience Store (Galaxy Mall), head store, and marketing department using 100 respondents. The results of research carried out obtained elements of brand awareness shows that there is no partial relationship to brand equity, with the value of the significance of brand awareness is 0.158. Then at brand association shows a partial relationship to brand equity, with brand association significance value is 0.000. Then perceived quality shows a partial relationship to brand equity, with perceived quality significance value is 0.000. And finally there is an element of brand loyalty that has a partial relationship to brand equity, with a significance value of brand loyalty is 0,000.

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