Malino, Stephens Balten (2014) Pengaruh Country of Origin dan Word of Mouth Terhadap Dimensi Brand Equity dan Pengaruh Dimensi Brand Equity Terhadap Brand Equity Smartphone Samsung di Surabaya. [Undergraduate thesis]
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Abstract
This study aims to examine the effect of Country Of Origin and Word Of Mouth of dimension Brand Equity and the effect of dimension Brand Equity of Brand Equity Samsung smartphone in Surabaya. The variables tested are the variables that can affect the use of Brand Equity. This study uses a quantitative approach to SEM (Structural Equation Modelling). This study uses a sample of the respondents live in Surabaya who brought and used smartphone Samsung more than twice. Thus, those respondents capable to know South Korea is the country of origin of Samsung smartphone. The samples used in this study were 185 respondents. The study findings suggest that Country Of Origin significant positive effect on the use of dimension Brand Equity Samsung smartphone in Surabaya, Word Of Mouth significant negative effect on the use of dimension Brand Equity Samsung smartphone in Surabaya. Dimension Brand Equity significant positive effect on the use of Brand Equity Samsung smartphone in Surabaya except Brand Association significant negative effect on the use of Brand Equity Samsung smartphone in Surabaya.
| Item Type: | Undergraduate thesis |
|---|---|
| Uncontrolled Keywords: | brand equity, country of origin |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Business and Economic > Department of Management |
| Depositing User: | Eko Wahyudi 197013 |
| Date Deposited: | 01 Sep 2015 08:16 |
| Last Modified: | 01 Sep 2015 08:17 |
| URI: | http://repository.ubaya.ac.id/id/eprint/25342 |
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