Andreas, Vincent Truff (2024) ANALISIS VARIABEL – VARIABEL YANG MEMPENGARUHI BRAND LOVE PADA PENGGUNA SMARTPHONE SAMSUNG (Studi Pada Pelanggan Di Samsung Center Plaza Marina Surabaya). Undergraduate thesis, Universitas Pembangunan Nasional "Veteran" Jawa Timur.
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Abstract
ABSTRACT This study aims to determine the relationship and influence of brand image, product quality, and brand trust on brand love in Samsung smartphone users. The population of this study is Customers at Samsung Center Plaza Marina Surabaya with a sample of 100 people obtained from the Unknown Population formula. The sampling technique is non-probability sampling with an accidental sampling approach and the data collection technique is a questionnaire. The data analysis in this study used multiple linear regression with the Statistical Package for the Social Sciences. The results of this study show that brand image, product quality, and brand trust have a positive and significant effect simultaneously on brand love in Samsung smartphone users for customers at Samsung Center Plaza Marina Surabaya. Brand image has a positive and partially significant effect on brand love, product quality has a positive and partially significant effect on brand love, brand trust has a positive and partially significant effect on brand love. Keywords: Brand Image, Product Quality, Brand Trust, Brand Love
| 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: | VINCENT TRUFF ANDREAS TAMBUNAN | ||||||||
| Date Deposited: | 20 Sep 2024 09:20 | ||||||||
| Last Modified: | 20 Sep 2024 09:20 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/29997 |
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