?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+COUNTRY+OF+ORIGIN+DAN+WORD+OF+MOUTH+TERHADAP+EKUITAS+MEREK+SMARTPHONESAMSUNG+DI+BANDAR+LAMPUNG+%0D%0A(Studi+Pada+Mahasiswa+Fakultas+Ekonomi+dan+Bisnis+Universitas+Lampung)&rft.creator=Ahmad+Muamar%2C+1441011002&rft.subject=HB+Economic+Theory&rft.description=Samsung++merupakan++salah++satu++perusahaan++elektronik++terbesar++di++dunia++yang+%0D%0Adidirikan+di+Korea+Selatan+dan+menjadi+salah+satu+merek+terbesar+di+dunia+dengan+%0D%0Amengeluarkan++smartphone+yang++menjadi++jawara++dalam++persaingan++bursa++pasar+%0D%0Agawai.++Tujuan++dari++penelitian++ini++adalah++ingin++mengetahui++pengaruh++negara++asal+%0D%0A(Country++of++Origin)+dan++Word++of++Mouth+terhadap++ekuitas++merek++smartphone%0D%0ASamsung+di+Bandar+Lampung.+Pengambilan+sampel+dalampenelitian+ini+dilakukan+%0D%0Adengan++teknik++purposive++sampling++yang++merupakan++mahasiswa++pengguna+%0D%0Asmartphonemerek+Samsung+di+Fakultas+Ekonomi+dan+Bisnis+Universitas+Lampung+%0D%0Asebanyak+200+responden.+Hasil+dari+penelitian+ini+diketahui+bahwa+variabel+negara+%0D%0Aasal+berpengaruh+positif+terhadap+ekuitas+merek+sebesar+39%2C8%25%2C+sedangkan+variabel+%0D%0AWord+of+Mouthberpengaruh+positif+terhadap+ekuitas+merek+sebesar31%2C8%25.+Saran+%0D%0Aterpenting++yang++diajukan++dalam++penelitian++ini++adalah++perusahaan++Samsung++terus+%0D%0Atetap+mempertahankan+kualitas+produknya+dengan+caramengembangkan++inovasi+%0D%0Adan+teknologi+pada+produk++smartphoneagar+produk+tersebut+menjadi+lebih+baik+dari+%0D%0Asebelumnya+dan+dapat+direkomendasikan+oleh+banyak+konsumen+sehingga+calon+%0D%0Akonsumen++yang++belum++menggunakan++smartphone+Samsung++berminat++untuk+%0D%0Amembelinya.+%0D%0AKata+kunci%3A+Country+of+Origin%2C+Word+of+Mouth%2C+Ekuitas+Merek%0D%0A%0D%0ASamsung+is+one+of+the+largest+electronics+companiesin+the+world%2C+which+was+%0D%0Afounded+in+South+Korea+and+is+one+of+the+largest+brands+in+the+world+by+releasing+%0D%0Asmartphones+that+become+champions+in+the+competition+in+the+markets.+The+purpose+%0D%0Aof+this+study+is+want+to+know+the+influence+of+the++Country+of+Origin+and+Word+of+%0D%0AMouth++on++brand++equity++of++Samsung++smartphone++brands++in++Bandar++Lampung.+%0D%0ASampling+in+this+study+was+conducted+by+purposive+sampling+technique+which+is+a+%0D%0Acollege+student+of+Samsung+brand+smartphone+user+inthe+Faculty+of+Economics+%0D%0Aand+Business%2C+University+of+Lampung+as+many+as+200++respondents.+The+results+of+%0D%0Athis+study+note+that+the+Country+of+Origin+variables+have+a+positive+effect+on+brand+%0D%0Aequity+amount+to+39.8%25%2C+while+the+Word+of+Mouth+variable+has+a+positive+effect+on+%0D%0Abrand+equity+amount+to+31.8%25.+The+most+important+suggestion+put+forward+in+this+%0D%0Astudy+is+that+Samsung+companies+continue+to+maintain+the+quality+of+their+products+%0D%0Aby++developing++innovations++and++technology++in++smartphone++products++so++that++the+%0D%0Aproducts+are+better+than+before+and+can+be+recommended+by+many+consumers+so+%0D%0Athat+prospective+customers+who+have+not+used+Samsung+smartphones+are+interest+%0D%0Ato+buy+it.+%0D%0AKeywords%3A+Country+of+Origin%2C+Word+of+Mouth%2C+Brand+Equity&rft.publisher=Fakultas+Ekonomi+dan+Bisnis&rft.date=2019&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F54643%2F1%2F1.%2520ABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F54643%2F2%2F2.%2520SKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F54643%2F3%2F3.%2520SKRIPSI%2520FULL%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=++Ahmad+Muamar%2C+1441011002++(2019)+PENGARUH+COUNTRY+OF+ORIGIN+DAN+WORD+OF+MOUTH+TERHADAP+EKUITAS+MEREK+SMARTPHONESAMSUNG+DI+BANDAR+LAMPUNG+(Studi+Pada+Mahasiswa+Fakultas+Ekonomi+dan+Bisnis+Universitas+Lampung).++Fakultas+Ekonomi+dan+Bisnis%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F54643%2F