ANALISIS CITRA MEREK PRODUK SMARTPHONE (Studi Pada Konsumen Gerai Smartphone di Malang)
| Main Author: | Guntur Prakoso, Arif |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2020
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/61237/1/PENDAHULUAN.pdf http://eprints.umm.ac.id/61237/2/BAB%20I.pdf http://eprints.umm.ac.id/61237/3/BAB%20II.pdf http://eprints.umm.ac.id/61237/4/BAB%20III.pdf http://eprints.umm.ac.id/61237/5/BAB%20IV.pdf http://eprints.umm.ac.id/61237/6/BAB%20V.pdf http://eprints.umm.ac.id/61237/7/LAMPIRAN.pdf http://eprints.umm.ac.id/61237/ |
Daftar Isi:
- ABSTRACT This study aims to describe and analyze the dimensions that shape the brand image of smartphone outlets in Meteor Cell, Indocell, Erafone and Tiga Putra, Malang City. The sampling technique in this study uses nonprobability sampling with accidental sampling method aimed at 150 respondents at the Meteor Cell, Indocell, Erafone and Tiga Putra outlets. Data collection methods in this study used a questionnaire. Data analysis in this research is quantitative descriptive statistical analysis using a range of scales to describe the dimensions that make up the brand image and Partial Least Square is used to find out whether these dimensions are able to shape the smartphone brand image. The results of the study showed that the dimensions of brand identity, brand personality, brand association, brand attitude and behavior, brand benefits and competence were able to shape the brand image of smartphone products in Malang and the dominant brand attitude and behavior dimensions in shaping the smartphone brand image in Malang.