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ANALISIS FAKTOR PEMBENTUK BRAND EQUITYPADA HANDPHONE BLACKBERRY

CHANDRASITA, UKKIE (2013) ANALISIS FAKTOR PEMBENTUK BRAND EQUITYPADA HANDPHONE BLACKBERRY. Other thesis, University of Muhammadiyah Malang.

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Abstract

The purpose this research to identify factors formation brand equity handphone Blackberry, and to determine the factors between brand awareness, perceived quality, brand association and brand loyalty are the dominant influence on brand equity Blackberry mobile phone. The population in this study was student of Economics, University of Muhammadiyah Malang using Blackberry mobile phones. Number of samples taken in this study was 110 respondents. Sampling was done by purposive sampling method. The analysis used in this study is a statistical analysis of the factors that are multifariat. The results prove that the factor of brand awareness, perceived quality, brand association and brand loyalty that forms brand equity Blackberry mobile phone, has found two factors forming brand equity, namely (1) performance and reliability of the product, (2) Power customers remember the brand and which the factors brand awareness, perceived quality, brand association and brand loyalty, which is the dominant influence on brand equity Blackberry mobile phones are perceived quality factors (perceived quality.

Item Type: Thesis (Other)
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
Divisions: Faculty of Economics > Department of Management
Depositing User: Fitri Ramandhany
Date Deposited: 05 Feb 2016 03:50
Last Modified: 05 Feb 2016 03:50
URI : http://eprints.umm.ac.id/id/eprint/20257

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