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Submitted
4 February 2024
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11 February 2024
Published
11 February 2024
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Abstract

Saat ini pengguna internet di Indonesia terus mengalami peningkatan dari tahun ke tahun. Bahkan, mereka juga menyatakan bahwa pengguna internet didominasi oleh mereka yang menggunakan media sosial. Media yang awalnya hanya digunakan oleh masyarakat sebagai sarana bertukar informasi, kini juga bermanfaat sebagai alat bagi penjual untuk memasarkan produknya. Dalam pemasaran, penjual perlu meningkatkan nilai merek produknya di mata konsumen, yang berguna untuk meningkatkan ekuitas merek yang melekat pada merek produk yang dipasarkan. Pada platform penjualan online terdapat berbagai macam produk yang dijual, salah satunya adalah produk dalam kategori elektronik. Penelitian ini bertujuan untuk mengetahui pengaruh ekuitas merek terhadap niat beli konsumen pada salah satu produk elektronik yaitu Samsung. Sampel dalam penelitian ini diambil dengan menggunakan teknik non-probability sampling dengan purposive sampling sebanyak 200 responden di seluruh Indonesia. Hasil dari penelitian ini menunjukkan bahwa loyalitas merek yang merupakan bagian dari ekuitas merek berpengaruh signifikan terhadap niat beli konsumen terhadap produk dari merek Samsung. Nilai koefisien determinasi menunjukkan bahwa variabel-variabel independen yang diteliti secara bersama-sama mempengaruhi niat beli sebesar 57,2% dan sisanya sebesar 42,8% dipengaruhi oleh variabel independen lain di luar penelitian ini.

Keywords

asosiasi merek kesadaran merek ekuitas merek citra merek loyalitas merek persepsi kualitas merek

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Copyright (c) 2023 Peggy, Muchsin Muthohar

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Peggy, & Muthohar, M. (2024). Pengaruh Brand Equity terhadap Niat Beli Konsumen: Studi pada Konsumen Samsung. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 2(5), 178–193. Retrieved from https://journal.uii.ac.id/selma/article/view/32957
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