BAIHAQQI, M. IMAM (2021) ANALISIS KOMPARASI BRAND EQUITY PRODUK SMARTPHONE MEREK OPPO DAN XIAOMI (Studi Pada Konsumen di Plaza Marina Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Oppo and Xiaomi are among the most recognized smartphone brands in Indonesia. Data from top brands shows that competition is quite tight, because Oppo is in second place while Xiaomi is in third place. Based on this, the researcher wants to do a comparative analysis of brand equity on the two brands. This study aims to determine the differences in Brand Equity (Brand Awareness, Perceived Quality, Brand Association, and Brand Loyality) in the two brands. This type of research uses a quantitative approach with a descriptive comparative survey method. The population in this study were Oppo and Xiaomi smartphone users at Plaza Marina Surabaya. In this study, using a sample of 100 respondents consisting of 50 respondents of Oppo users and 50 respondents of Xiaomi users. The sampling technique was purposive sampling method with the criteria of being domiciled in Surabaya, purchasing a smartphone at Plaza Marina, at least 18 years old and owning a smartphone from the Oppo and Xiaomi brands. Based on the results of the comparative test conducted through the F test and t test, it can be seen that the Brand Awareness and Brand Association showed insignificant results, while Perceive Quality and Brand Loyality showed significant results on Brand Equity in each brand. Keywords: Comparative Analysis, Marketing, Brand Equity
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Fatchullah Fatchullah | ||||||||
| Date Deposited: | 27 Jul 2021 04:45 | ||||||||
| Last Modified: | 27 Jul 2021 04:45 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/2348 |
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