Analisis Citra Merek Smartphone Samsung Di Kota Pekanbaru (Studi Kasus Pengguna Smartphone Samsung Pada Mahasiswa Program Studi Administrasi Bisnis Fakultas Ilmu Sosial dan Ilmu Politik Universitas Islam Riau)

Putri, Rista Nanda (2020) Analisis Citra Merek Smartphone Samsung Di Kota Pekanbaru (Studi Kasus Pengguna Smartphone Samsung Pada Mahasiswa Program Studi Administrasi Bisnis Fakultas Ilmu Sosial dan Ilmu Politik Universitas Islam Riau). Other thesis, Universitas Islam Riau.

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Abstract

With the presence of new smartphone brands in the telecommunications world today, smartphone companies have tightened competition with competitors. In this case the brand image of the products produced by the company is very important to make consumers remain loyal to use these products. One smartphone product that is currently developing is the Samsung smartphone. This study aims to determine and analyze the Samsung Smarthphone Brand Image in Pekanbaru City (Case Study of Samsung Smarthphone Students / Business Administration Study Programs, Faculty of Social and Political Sciences, Riau Islamic University). The brand image indicators used are brand association excellence, brand association strength, and brand association uniqueness. This research is located at the Faculty of Social and Political Sciences, Riau Islamic University, using a descriptive research type that prioritizes questionnaires as a means of gathering data and the collected data is then used as the main raw material for analyzing the empirical conditions of the objectivity of the existence of research objectives at the location and the methods used the writer is a quantitative method. There is a population and sample in this study, namely 80 students of business administration study programs using Samsung smartphones. The sampling technique used in this study was purposive sampling. Types and data collection techniques used consist of primary data collected by observation, questionnaire, and interview techniques and secondary data collected using documentation techniques. Based on the data analysis technique used is to use descriptive analysis techniques. Based on this analysis technique, the researchers assessed and concluded that the analysis of the Samsung smartphone brand image in students of the Business Administration study program at the Faculty of Social and Political Sciences, Riau Islamic University, was in the good category.

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