?url_ver=Z39.88-2004&rft_id=1711011036&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+CITRA+MEREK+DAN+NEGARA+ASAL+DALAM%0D%0APEMBENTUKAN+EKUITAS+MEREK+XIAOMI+SMARTPHONE+DI+KOTA+%0D%0ABANDAR+LAMPUNG%0D%0A&rft.creator=++DINDA+REVILLA+PUTRI%2C+1711011036&rft.subject=330+Ekonomi&rft.subject=380+Perdagangan%2C+komunikasi%2C+dan+transportasi&rft.subject=381+Perdagangan&rft.subject=384+Komunikasi%2C+telekomunikasi&rft.description=ABSTRAK%0D%0A+%0D%0APENGARUH+CITRA+MEREK+DAN+NEGARA+ASAL+DALAM%0D%0APEMBENTUKAN+EKUITAS+MEREK+XIAOMI+SMARTPHONE+DI+KOTA+%0D%0ABANDAR+LAMPUNG%0D%0A%0D%0A+%0D%0AOleh%0D%0ADinda+Revilla+Putri+%0D%0A%0D%0AXiaomi+merupakan+distributor+smartphone+cerdas+terbesar+ke-3+di+Dunia+yang+%0D%0Amerancang%2C+mengembangkan%2C+dan+menjual+smartphone%2C+aplikasi+seluler%2C+dan%0D%0Aperalatan+elektronik+lainnya.+Penelitian+ini+bertujuan+untuk+Menganalisis%0D%0Apengaruh+Citra+Merek+dan+Negara+Asalterhadap+pembentukan+Ekuitas%0D%0AMerekXiaomi+Smartphone+di+Bandar+Lampung.+Penelitian+ini+menggunakan%0D%0Ametode+non-probability+sampling+dengan+jumlah+sampel+yang+digunakan+dalam%0D%0Apenelitian+ini+sebanyak+100+responden.+Hasil+penelitian+ini+adalah+secara+simultan%0D%0Avariabel+yang+terdiri+dari+Citra+Merek+dan+Negara+Asal+berpengaruh+positif%0D%0Aterhadap+Ekuitas+Merek.+Variabel+bebas+yang+memiliki+pengaruh+terbesar+yaitu%0D%0ANegara+Asal+(X2)+dengan+nilai+cronbach%E2%80%99s+alpa%3D+0%2C857.+nilai+Asymp.+Sig.+pada%0D%0ACitra+Merek+(X1)+adalah+0%2C197%2C+Negara+Asal+(X2)+adalah+0%2C197%2C+dan+Ekuitas%0D%0AMerek+(Y)+adalah+0%2C71%2C+sehingga+dapat+disimpulkan+bahwa+variabel+berdistribusi%0D%0Anormal.+Hasil+Uji+t+Citra+Merek+(X1)+dan+Negara+Asal+(X2)+berpengaruh+positif%0D%0Adan+signifikan+terhadap+ekuitas+merek.+Hal+ini+berarti+indikator+Citra+Merek+(X1)%0D%0Adan+Negara+Asal+(X2)+berperan+dalam+memengaruhi+setiap+variabel+Ekuitas%0D%0AMerek+(Y).+%0D%0A%0D%0AKata+Kunci%3A+Citra+Merek%2C+Negara+Asal%2C+dan+Ekuitas+Merek+%0D%0A%0D%0AABSTRACT%0D%0A+%0D%0AINFLUENCE+OF+BRAND+IMAGE+AND+COUNTRY+OF+ORIGIN+IN+THE%0D%0AFORMATION+OF+XIAOMI+SMARTPHONE+BRAND+EQUITY+IN+BANDAR+%0D%0ALAMPUNG+CITY%0D%0A%0D%0A+%0D%0ABY%0D%0ADinda+Revilla+Putri+%0D%0A%0D%0A+%0D%0AXiaomi+is+the+3rd+largest+smartphone+distributor+in+the+World+that+designs%2C%0D%0Adevelops+and+sells+smartphones%2C+mobile+apps+and+other+electronic+devices.+This%0D%0Astudy+aims+to+analyze+the+effect+of+Brand+Image+and+Country+of+Origin+on+the%0D%0Aformation+of+Xiaomi+Smartphone+Brand+Equity+in+Bandar+Lampung.+This+study%0D%0Auses+a+non-probability+sampling+method+with+the+number+of+samples+used+in+this%0D%0Astudy+as+many+as+100+respondents.+The+results+of+this+study+are+simultaneously%0D%0Avariables+consisting+of+Brand+Image+and+Country+of+Origin+have+a+positive+effect%0D%0Aon+Brand+Equity.+The+independent+variable+that+has+the+greatest+influence+is+the%0D%0Acountry+of+origin+(X2)+with+a+cronbach's+alpha+value+%3D+0.857.+Asymp+value.+Sig.%0D%0Aon+Brand+Image+(X1)+is+0.197%2C+Country+of+Origin+(X2)+is+0.197%2C+and+Brand+Equity%0D%0A(Y)+is+0.71%2C+so+it+can+be+concluded+that+the+variables+are+normally+distributed.+The%0D%0Aresults+of+the+t-test+of+Brand+Image+(X1)+and+Country+of+Origin+(X2)+have+a%0D%0Apositive+and+significant+effect+on+brand+equity.+This+means+that+the+Brand+Image%0D%0A(X1)+and+Country+of+Origin+(X2)+indicators+play+a+role+in+influencing+each+Brand%0D%0AEquity+variable+(Y).+%0D%0A%0D%0AKeywords%3A+Brand+Image%2C+Country+of+Origin%2C+and+Brand+Equity%0D%0A&rft.publisher=FAKULTAS+EKONOMI+DAN+BISNIS&rft.date=2021-12-03&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F63095%2F1%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F63095%2F2%2FSKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F63095%2F3%2FSKRIPSI%2520FULL%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=+++DINDA+REVILLA+PUTRI%2C+1711011036++(2021)+PENGARUH+CITRA+MEREK+DAN+NEGARA+ASAL+DALAM+PEMBENTUKAN+EKUITAS+MEREK+XIAOMI+SMARTPHONE+DI+KOTA+BANDAR+LAMPUNG.++FAKULTAS+EKONOMI+DAN+BISNIS%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F63095%2F