ANALISIS PENGARUH KESADARAN MEREK, PERSEPSI KUALITAS DAN LOYALITAS MEREK TERHADAP NILAI PELANGGAN SMARTPHONE SAMSUNG DI KOTA PADANG

Abstract

This study aims to determine the effect of product Brand Awareness, Perceived
Quality and Brand Loyalty towards Customer Value smartphone Samsung at Padang.
The population in this study were all customers have a brand smarphone Samsung at
Padang. The samples used were 80 respondents with a sampling technique using
purposive sampling method. The primary data in this study were obtained from
questionnaires distributed to respondents, the data analysis technique used is
descriptive and inductive analysis through multiple linear regression.The findings of
this study are: (1) a significant difference between Brand Awareness, Perceived Quality
and Brand Loyalty towards Customer Value smartphone Samsung at Padang. (2) is not
a significant difference between Brand Awareness, Perceived Quality, Brand Loyalty
towards Customer Value smartphone Samsung at Padang. Based on the research that
has been done, it is suggested that the company and its distributors Rexona for more
attention to the effect of Brand Awareness, Perceived Quality and Brand Loyalty.
Keywords: Brand Awareness, Perceived Quality, Brand Loyalty, Customer Value