Journal of Sustainable Community Development (JSCD)
Vol 3 No 2 (2021): Journal Of Sustainable Community Development (JSCD)

Analisis Perbandingan Brand Equity Samsung dan LG

Imam Arif Fikri (Universitas Pembangunan Nasional Veteran Jakarta)

Article Info

Publish Date
30 Nov 2021

Abstract

This research is quantitative study that aims to compare brand association, perceived quality, and brand loyalty to brand equity in Samsung and LG companies in the South Jakarta area. This research used 100 respondents as a sample with purposive sampling method. The analysis technique in this study uses the Independent Sample T Test using SPSS 26. The results of this study indicate that (1) Samsung Brand Association is superior to LG, (2) Samsung's Perceived Qualty is superior to LG, (3) Samsung's Brand Loyalty is superior to LG. superior to LG. Keywords: Brand Equity; Brand Association; Perceived Quality; Brand Loyalty

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Journal Info
Journal of Sustainable Community Development (JSCD)
Website

Abbrev

jscd

Publisher

Sekolah Tinggi Manajemen IPMI

Subject

Humanities Economics, Econometrics & Finance Environmental Science Social Sciences

Description

Journal of Sustainable Community Development (JSCD) is published by Sekolah Tinggi Manajemen IPMI with a strong identity of blending the locally embedded and globally connected wisdom. JSCD is a biannual refereed journal concerned with the practice and processes of community development. It provides ...