LATUPEIRISSA, ALEXANDER (2020) ANALISIS PENGARUH BRAND EXPERIENCE, BRAND ATTITUDE, DAN BRAND LOYALTY TERHADAP PENJUALAN SMARTPHONE OPPO DI SIDOARJO. Skripsi thesis, UNIVERSITAS BHAYANGKARA SURABAYA.
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Abstract
This study aims to determine and analyze the effect of Brand Experience, Brand Attitude, and Brand Loyalty on OPPO smartphone sales. This analysis uses quantitative. The sample of this study was conducted by accidental sampling method. Data collection was carried out with 96 questionnaires. The statistical method uses F test analysis, partial T test and Multiple Linear Regression, with hypothesis testing of the statistical test t. The results of this study indicate that the Brand experience variable is known to have a significance value of 0,000 <ɑ = 0.05. This means that H1 is accepted so that it can be said that Brand Experience has a partially significant effect on sales. Brand Attitude variable has a significance value of 0.006 <ɑ = 0.05. This means that H1 is accepted so that it can be said that brand attitude partially has a significant effect on sales. Brand loyalty variable, it is known that the significance value is 0.056> ɑ = 0.05. This means H1 is rejected so it can be said that partial brand loyalty has no significant effect on sales.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Brand Experience, Brand Attitude, Brand Loyalty, dan Penjualan |
| Divisions: | Faculty of Economic & Business > Bachelor of Management & Business |
| Depositing User: | Perpus Ubhara Surabaya |
| Date Deposited: | 14 Jun 2022 02:37 |
| Last Modified: | 14 Jun 2022 02:37 |
| URI: | http://eprints.ubhara.ac.id/id/eprint/1200 |
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