Hadi Rukmana, Finda (2019) PERBANDINGAN BRAND EQUITY SMARTPHONE SAMSUNG DAN OPPO PADA MAHASISWA FAKULTAS EKONOMI MANAJEMEN UNIVERSITAS MUHAMMADIYAH JEMBER. Undergraduate thesis, Universitas Muhammadiyah Jember.
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Abstract
Penelitian ini bertujuan untuk menganalisis perbedaan Brand Equity Smartphone Samsung Dan Oppo Pada Mahasiswa Fakultas Ekonomi Manajemen Universitas Muhammadiyah Jember. Sampel sebanyak 93 mahasiswa dipilih dengan metode purpossive sampling. Penelitian ini menggunakan teknik analisis statistik deskriptif, uji normalitas (uji Shapiro Wilk), uji homogenitas, dan pengujian hipotesis (Independent Sample t Test). Hasil uji normalitas menunjukkan signifikansi brand association, perceived quality, dan brand loyalty baik smartphone Samsung maupun smartphone terdistribusi secara normal. Uji homogenitas diperoleh hasil terdapat kesamaan varians pada kelompok data smartphone Samsung dan smartphone Oppo atau varians kedua data adalah homogeny. Sedangkan untuk uji Independent Sample t Test diperoleh hasil, terdapat perbedaan yang signifikan antara smartphone Samsung maupun smartphone Oppo dalam hal brand association, perceived quality, dan brand loyalty. Kata kunci: perbedaan, brand association, perceived quality, dan brand loyalty
| Item Type: | Thesis (Undergraduate) | |||||||||
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| Subjects: | 300 Social Science > 330 Economics 600 Technology and Applied Science > 650 Business > 658 General Management |
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| Divisions: | Faculty of Economics > Department of Management (S1) | |||||||||
| Department: | S1 Manajemen | |||||||||
| Depositing User: | rahma wahyu ningsih | |||||||||
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| Date Deposited: | 12 Oct 2020 01:26 | |||||||||
| Last Modified: | 12 Oct 2020 01:26 | |||||||||
| URI: | http://repository.unmuhjember.ac.id/id/eprint/6346 |
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