The influence of country-of-origin factors to millennial's brand attitude towards brand loyalty of Samsung smartphones in Jakarta, Indonesia

Kasih, Agatha Febrina and Sanjaya, Budiman and Christie, Sierra Milenia (2020) The influence of country-of-origin factors to millennial's brand attitude towards brand loyalty of Samsung smartphones in Jakarta, Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

In this digital era, smartphone has become an essential need to lead a more productive life. The combination of telephones and computer services in one device has allowed individuals, to accomplish their activities conveniently and effectively. Millennial is the generation which has been using this advantageous service to its maximum utilization. Samsung as a gigantic conglomerate company from South Korea has been successfully dominating the smartphone market in Indonesia. The ability of Samsung to cater towards the needs of Indonesian consumers has generated a high customer loyalty on Samsung smartphones, making Indonesia the biggest prospect of Samsung smartphones in Asia Pacific. Furthermore, millennial in this era do not only see smartphones for the functional perspective, but it also becomes one factor that could be considered as their fashion equity. Due to this, the researchers aim to explore more about the effect of Country of Origin factors towards brand loyalty through brand attitude as the mediating factor on Samsung smartphones in Indonesia’s capital metropolitan city, Jakarta. The research used online questionnaires as a method to gather all of the required quantitative data from all 362 respondents. The data obtained would then be visualized and analyzed using structural equation methods (SEM) based on data collected from at least 360 millennial as the subjects by using non probability sampling. Further analysis was conducted through statistical data analysis such as hypothesis testing, validity, reliability testing to determine the relationship between variables and the degree of significance of each variable. The result of this study indicates that South Korea as the country of origin has a significant positive impact towards brand attitude, which resulted in the establishment of a strong brand loyalty. The country of origin factors which has the highest contribution towards the formation of brand attitude is technological advancement, followed by cultural assets, and fashion equity.

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