The Influence of Brand Extension Smartphone Samsung Galaxy Variable towards Brand Equity of Mother Brand of Samsung
Journal Title: GATR Journal of Management and Marketing Review - Year 2018, Vol 3, Issue 1
Abstract
Objective – The purpose of this study is to identify the influence of similarity, reputation, perceived risk, and innovation as brand extensions of smartphones developed by Samsung, toward brand equity. Methodology/Technique – This study uses explanatory research. The population in this study consists of consumers of Samsung Galaxy mobiles for at least one month. Questionnaires were delivered to the respondents, after it had passed the validity and reliability tests. Following on from the statistical testing, the data was analysed using a multiple linear regression. Then, the classical assumption test was conducted to determine the goodness of fit of the model. The data was collected using a questionnaire consisting of a closed statement, measured by a Likert Scale Findings – The results of this study show that similarity, reputation, perceived risk, and innovation as the variable dimensions have a significant effect on Brand Equity of Samsung Galaxy mobiles.
Authors and Affiliations
Sudaryanto Sudaryanto, Jery Courvisanos
Keywords
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