Analisis Pengaruh Ekuitas Merek (Brand Equity) terhadap Kepuasan Konsumen Nexian pada Mahasiswa Universitas Negeri Medan
| Main Author: | Lubis, Adelina |
|---|---|
| Other Authors: | Fauzi, Amrin, Lubis, Arlina Nurbaity |
| Format: | Masters |
| Bahasa: | ind |
| Subjects: | |
| Online Access: |
http://repository.usu.ac.id/handle/123456789/28890 |
Daftar Isi:
- Nexian is one of mobile phone brand in the market which continues to innovate in order to make a competitive and improve the trade. The company realize that satisfaction is very important for consument, because of that Nexian continues to improve the quality of the brand because to improve consumers’ satisfaction. The main customers of Nexian celluler are the students University. The students at the State University of Medan who are consument of the Nexian celluler phone (school year 2007-2010) amounted to 1.210 people. The problem of the research were 1) How are the effect of brand equity which are consist of brand awareness, brand perceived quality, brand association through the Nexian consumers’ satisfaction at the State University of Medan. The theory of Marketing Management, particularly related to the brand equity, consumers’ satisfaction were used in this research. The type of research were quantitative descriptive and explanatory nature. The method of data collection were interview, questionare and study of documentation. The model of data analysis used are multiple linear regression analysis and simple linear regression analysis. The determination of sample using Slovin formula and the writer used the accidental sampling, the total samples were 92 customers Nexian. The result of this research were brand equity which consists of brand awareness, brand perceived quality, and brand association worked together to gave significant contribute of customers’ satisfaction and in partial variable of brand association has significant effect to the customer’s satisfaction, while variables of brand awareness and brand perceived quality. The conclusions of the research is to consider the management of brand equity that will either enhance consumer satisfaction Nexian at the State University of Medan because consumer’s satisfaction is the ultimate goal of marketing.
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