PENGARUH EKUITAS MEREK TERHADAP LOYALITAS PELANGGAN SMARTPHONE SAMSUNG (Studi kasus pada Mahasiswa UNJ pengguna Smartphone Samsung)

Bela Aisah, 2019; The influence of Brand Equity and Samsung Smartphone Customers Loyality. (Survey on Student of Universitas Negeri Jakarta). Scientific Paper, Jakarta: Marketing Management DIII Study Program Faculty of Economics. Universitas Negeri Jakarta. The purposes of this research to: 1) know the description of Brand Equity and Samsung Smartphone Customers Loyalty 2) know whether Brand Equity has a significant influence on Samsung Smartphone Cutomers Loyality. The sample used techniqueis Purposive Sampling with a sample of 105 respondents. In this reseach the data were collected by spreading a questionnaires. The data analysis method used is simple linier regression analysis, hypothesis testing and coefficient of determination. From the results of this research it can be seen that the Brand Equity variable influence the Loyality Customers. This is indicated by the r square value of 0.571 (57,1%) Keyword: Brand Equity, Loyality Customer