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PENGARUH IKLAN TELEVISI DAN KUALITAS PRODUK TERHADAP CITRA MEREK (STUDI PADA KONSUMEN SMARTPHONE SAMSUNG DI MALANG)

Putri, Eka Bonita Suwiknyo (2018) PENGARUH IKLAN TELEVISI DAN KUALITAS PRODUK TERHADAP CITRA MEREK (STUDI PADA KONSUMEN SMARTPHONE SAMSUNG DI MALANG). Bachelors Degree (S1) thesis, University of Muhammadiyah Malang.

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Abstract

This research aim to describe advertisement which is conducted by Samsung Smartphone through television and quality of product used Samsung Smartphone, as well as for the influence of television advertising and product quality partially and simultaneous to the brand image. Population in this study buyers of Samsung Smartphone in Indo Cell,Tiga Putra Cell and Meteor Cell Malang, with samples of Samsung smartphone buyer in Indo Cell, Tiga Putra Cell and Meteor Cell aged 17-80 years. Sampling technique used is purposive sampling with total sample counted 145 responden. Data analysis tecniques used in this study are range of scales and multiple linier regression. Based on the result of research and discussion can be concluded that: (1) television advertisements made by Samsung Smartphone are included in the strong category, (2) quality of the product on Samsung Smartphone is included in the category is pretty good, (3) more stronger television advertising and Samsung Smartphone product quality is quite good, it will be more positive brand image Samsung Smartphone in Malang.

Item Type: Thesis (Bachelors Degree (S1))
Student ID: 201310160311301
Keywords: Brand Image, Advertising, Product Quality
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Economics > Department of Management (61201)
Depositing User: Retno Widiyastuti Ika Wijaya
Date Deposited: 09 Nov 2018 07:39
Last Modified: 09 Nov 2018 07:39
URI : http://eprints.umm.ac.id/id/eprint/39740

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