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All Journal Patria Artha Management Journal Jurnal Disrupsi Bisnis JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Journal of Training and Community Service Adpertisi Business and Enterpreneurship Journal (BEJ) Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi Jurnal Sistem Informasi dan Manajemen Jurnal Hasil Inovasi Masyarakat (JHIM) Journal Entrepreneurship Digital
Muamilah, Husnul
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Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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Journal : Patria Artha Management Journal

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PENGARUH BRAND IMAGE DAN POSITIONING SAMSUNG SMARTPHONE TERHADAP PERILAKU BRAND SWITCHING (STUDI KASUS PADA MAHASISWA UNIVERSITAS DIPA MAKASSAR) Jannah, Fachriyahthul; Muamilah, Husnul
Patria Artha Management Journal Vol 6, No 1 (2022): Patria Artha Management Journal
Publisher : Patria Artha University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33857/pamj.v6i1.580

Abstract

This research aims to ascertain of brand image and positioning strategies for brand switching of Samsung smartphone. To find out how the influence of independent variables (brand image and positioning) of the dependent variable (brand switching) This research used multiple regression analysis with t test analysis method and F test. variables of independent brand image (X1) has no correlation with the dependent variable (brand switching). And the most dominant variables influencing brand switching is positioning with variable coefficient is 5.859. Coefficient of determination (Adjusted R2) is 0,338, shows that all the variable of positioning strategies have contributed jointly for 33.8% of the dependent variable (Y) brand switching behavior. Whereas the other 66,2% is explained by other variables. Through the F test can be seen that all the independent variables are adequate to test dependent variable. Hypothesis testing using t test showed that of the two independent variables, only positioning variables found to significantly influences the dependent variable.
Co-Authors Abdul Karim Devina Sanchia Samosir Dewi, Made Lia Ananda Dito Rozaqi Arazy Fatmasari Fatmasari Ferdy Novri Hasniaty, Hasniaty Ismawanto, Totok Jannah, Fachriyahthul Kusno, Hendra Sanjaya Mahsun Mahsun Mahsun Meitriyani, Ni Komang Windia Prasetyo, Muhammad Azizil Alim Yudan Rahmatika, Tia Ramadhan, Zachky Ratna Dewi Kusumawati Rio, Wahyu Yusuf Simatupang, Apriani Surya Puspita Sari, Surya Puspita Thalib, Fransiska Tia Rahmatika Virza Hadrianti Yulianadewi, Ina