ANALISIS PERBANDINGAN BRAND EQUITY PADA PRODUK HANDPHONE MEREK SAMSUNG ANDROID DENGAN BLACKBERRY (Survey pada Mahasiswa Fakultas Ekonomi Universitas Muhammadiyah Purwokerto)

PRATOMO, SULISTYO (2015) ANALISIS PERBANDINGAN BRAND EQUITY PADA PRODUK HANDPHONE MEREK SAMSUNG ANDROID DENGAN BLACKBERRY (Survey pada Mahasiswa Fakultas Ekonomi Universitas Muhammadiyah Purwokerto). Bachelor thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.

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Abstract

The aim of the research is to find out the element differences of brand equity, brand awareness, brand association, brand perceived quality, and brand loyalty between Samsung Android and Blackberry. The method used in this research was survey analysis using the population of the students of Economic Faculty of University of Muhammadiyah Purwokerto who used Samsung Android or Blackberry as their phone. The sampling method used in this research was purposive sampling method with 50 responden of samsung Android user and 50 respondent of Blackberry users. The data analysis used was by independent test of sample test. The result of this research showed that there was not difference between the two products in term of the brand awareness. There was a difference between Samsung Android and Blackberry in term of brand association. There was a difference between Samsung Androoid and blackberry in term of brand perceived quality. There was a difference between Samsung Android and Blackberry in term of brand loyalty. The conclusion of the research was that there was a difference between Samsung Android and Blackberry in term of brand equity.

Item Type: Thesis (Bachelor)
Additional Information: Pembimbing: Dra. Tri Septin Muji Rahayu, M.Si.
Uncontrolled Keywords: brand equity, brand awareness, brand association, brand perceived quality, and brand loyalty
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Danarto Kh
Date Deposited: 04 Feb 2017 06:33
Last Modified: 04 Feb 2017 06:33
URI: http://repository.ump.ac.id/id/eprint/616

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