PENGARUH COUNTRY OF ORIGIN DAN WORD OF MOUTH TERHADAP DIMENSI BRAND EQUITY DAN PENGARUH DIMENSI BRAND EQUITY TERHADAP BRAND EQUITY SMARTPHONE SAMSUNG DI SURABAYA

  • Stephens Balten Malino Jurusan Manajemen Pemasaran Fakultas Bisnis dan Ekonomika Universitas Surabaya

Abstract

Penelitian ini menguji pengaruh Country Of Origin dan Word Of Mouth terhadap dimensi Brand Equity dan pengaruh dimensi Brand Equity terhadap Brand Equity smartphone Samsung di Surabaya. Temuan penelitian menunjukkan bahwa Country Of Origin terhadap dimensi Brand Equity smartphone Samsung di Surabaya berpengaruh positif signifikan. Word Of Mouth terhadap dimensi Brand Equity smartphone Samsung di Surabaya berpengaruh negatif signifikan. Dimensi Brand Equity smartphone Samsung di Surabaya berpengaruh positif signifikan kecuali Brand Association yang berpengaruh negatif siginifikan

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Published
2015-09-01
How to Cite
MALINO, Stephens Balten. PENGARUH COUNTRY OF ORIGIN DAN WORD OF MOUTH TERHADAP DIMENSI BRAND EQUITY DAN PENGARUH DIMENSI BRAND EQUITY TERHADAP BRAND EQUITY SMARTPHONE SAMSUNG DI SURABAYA. CALYPTRA, [S.l.], v. 4, n. 2, p. Hal. 1 - 11, sep. 2015. ISSN 2302-8203. Available at: <http://journal.ubaya.ac.id/index.php/jimus/article/view/2101>. Date accessed: 11 nov. 2019.