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Comparison Of Brand Equity Between Apple And Samsung Smartphone In Bandung City
Nicko Thendrawan (2018) | Skripsi | Manajemen
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Competition among high-end smartphone market in Indonesia is increasingly tight. Thus, every new arrival of a smartphone are shows up each other by offering low prices with specifications that can compete with another high-end smartphone. This study aims to compare of brand equity Apple & Samsung smartphone and to find out differentiate toward each of brand equity variable. For this purpose, the brand equity model as the basis for comparison. This study used quantitative approach that using questionnaire as methodology to collect data. The survey was conducted in Bandung City with total participation respondent were 242 for both Apple and Samsung respondent by using Convenience Sampling technique. The results of this study indicated that there is difference perception on Brand Awareness and Brand Association between respondent's Apple and Samsung smartphone in Bandung City. Keywords: Brand Equity, Brand Awareness, Brand Association, Perceive Quality, Apple, Samsung.