Pengaruh Strenght, Favorability, Uniqueness of Brand Association terhadap Loyalitas Konsumen pada Smartphone Samsung.

Firdaus, Annisaa Anaastasya (2025) Pengaruh Strenght, Favorability, Uniqueness of Brand Association terhadap Loyalitas Konsumen pada Smartphone Samsung. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

Indonesia ranks among the top countries with the highest smartphone user base globally, trailing only China, India, and the United States. Among the diverse range of smartphone brands available, Samsung remains a leading brand in Indonesia, consistently holding the top position year after year. iPhone follows closely in second place, followed by Chinese brands such as Vivo, Xiaomi, Oppo, Infinix, and Realme. Despite Samsung's continued dominance in the smartphone market, its market share has experienced a decline in recent times. According to reports from the International Data Corporation (IDC), Samsung's market share in the first quarter of 2023 dropped to 22.5%, compared to 23.7% in the same period of 2022. This decline is attributed, in part, to a decrease in customer loyalty. Consequently, this research investigates the question: "Does Strength, Favorability, and Uniqueness of Brand Association have an impact on Consumer Loyalty towards Samsung Smartphones?" This study employs multiple regression analysis to test the hypothesis. The results of the multiple regression analysis indicate that the three independent variables collectively have a significant influence on consumer loyalty. The combined significance value of 0.001, which is less than 0.05, suggests that the overall influence of the independent variables on loyalty is statistically significant.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Keywords— Strength of brand association;Favoraibility of brand association;Uniqueness of brand association;Loyalitas;Samsung
Subjects:	Marketing > Branding (Marketing) Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Manajemen
Depositing User:	Annisaa Anaastasya Firdaus
Date Deposited:	28 Feb 2025 03:56
Last Modified:	28 Feb 2025 03:56
URI:	https://repository.bakrie.ac.id/id/eprint/11389

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