{"id":11195,"date":"2023-05-29T15:01:21","date_gmt":"2023-05-29T07:01:21","guid":{"rendered":"https:\/\/portal.fisip-unmul.ac.id\/site\/?p=11195"},"modified":"2023-05-29T15:01:21","modified_gmt":"2023-05-29T07:01:21","slug":"pengaruh-ekuitas-merek-terhadap-keputusan-pembelian-smartphone-samsung-studi-kasus-pada-mahasiswa-fakultas-ilmu-sosial-dan-ilmu-politik-universitas-mulawarman-samarinda-rhosydah","status":"publish","type":"post","link":"https:\/\/portal.fisip-unmul.ac.id\/site\/?p=11195","title":{"rendered":"PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG  (Studi kasus pada Mahasiswa Fakultas Ilmu Sosial dan Ilmu Politik Universitas Mulawarman Samarinda) (Rhosydah)"},"content":{"rendered":"<h2>Data Portal Mahasiswa S1<\/h2>\n<p>Submitted by: <strong>, <\/strong><br \/>\nOn: <strong>May 29, 2023 @ 3:01 PM<\/strong> <br \/>\nIP: <strong>182.3.141.88<\/strong> <\/p>\n<ul id=\"fm-summary\">\n<li id=\"fm-item-judul\">   1. Title [Judul]: <strong>PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG  (Studi kasus pada Mahasiswa Fakultas Ilmu Sosial dan Ilmu Politik Universitas Mulawarman Samarinda)<\/strong><\/li>\n<li id=\"fm-item-pengarang\"> 2. Creator [Pengarang\/ penulis]: <strong>Rhosydah<\/strong><\/li>\n<li id=\"fm-item-katakunci\"> 3. Subject [Subjek dan kata kunci]: <strong>Ekuitas Merek, Keputusan Pembelian <\/strong><\/li>\n<li id=\"fm-item-abstrak\"> 4. Description [Abstrak] : <strong>Penelitian ini dilakukan untuk menganalisis pengaruh ekuitas merek terhadap keputusan pembelian smartphone samsung mahasiswa Fakultas Ilmu Sosial dan Ilmu Politik strata-1 Universitas Mulawarman. Penelitian ini menggunakan metode kuantitatif dan responden sebanyak 100 orang dengan pengumpulan data menggunakan kuesioner. Teknik analisis data yang digunakan yaitu uji validitas dan reliabilitas, uji asumsi klasik, regresi linier berganda, uji t dan uji f serta uji hasil variabel yang paling berpengaruh. Hasil penelitian menunjukkan bahwa secara parsial  variabel kesadaran merek (X1), asosiasi merek (X3) dan loyalitas merek (X4) berpengaruh positif dan signifikan, sedangkan variabel persepsi kualitas (X2) memiliki pengaruh positif tidak signifikan terhadap keputusan pembelian (Y). Secara simultan ekuitas merek yang terdiri dari kesadaran merek (X1), persepsi kualitas (X2), asosiasi merek (X3) dan loyalitas merek (X4) berpengaruh positif dan signifikan terhadap keputusan pembelian (Y), serta variabel loyalitas merek dinyatakan yang paling berpengaruh terhadap keputusan pembelian smartphone pada mahasiswa Fakultas Ilmu Sosial dan Ilmu politik Universitas Mulawarman.  <\/strong><\/li>\n<li>  5. Publisher [Nama Lembaga Kontributor]: <strong>Program Studi Ilmu Administrasi Bisnis<\/strong><\/li>\n<li id=\"fm-item-pembimbing\">  6. Contributor [Pembimbing, promotor, ilustrator, produser, dll.] : <strong>Dr. Muhammad Zaini, M.Si<\/strong><\/li>\n<li id=\"fm-item-tanggal\"> 7. Date [Tanggal \/ tahun penciptaan atau penerbitan]: <strong>29 May 2023 <\/strong><\/li>\n<li id=\"fm-item-type\">8. Type: <strong>Artikel<\/strong><\/li>\n<li id=\"fm-item-permalink\">  9. Identifier\/ permalink [URL menuju konten di lembaga kontributor]: <strong><a href=\"http:\/\/repository.unmul.ac.id\/handle\/123456789\/54039\">http:\/\/repository.unmul.ac.id\/handle\/123456789\/54039<\/a><\/strong><\/li>\n<li id=\"fm-item-right\"> 10. Right [Contoh: CCL, MIT, Open Document, dll.]: <strong>eJournal article<\/strong><\/li>\n<\/ul>\n<div class=\"pvc_clear\"><\/div>\n<p id=\"pvc_stats_11195\" class=\"pvc_stats all  \" data-element-id=\"11195\" style=\"\"><i class=\"pvc-stats-icon medium\" aria-hidden=\"true\"><svg aria-hidden=\"true\" focusable=\"false\" data-prefix=\"far\" data-icon=\"chart-bar\" role=\"img\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 512 512\" class=\"svg-inline--fa fa-chart-bar fa-w-16 fa-2x\"><path fill=\"currentColor\" d=\"M396.8 352h22.4c6.4 0 12.8-6.4 12.8-12.8V108.8c0-6.4-6.4-12.8-12.8-12.8h-22.4c-6.4 0-12.8 6.4-12.8 12.8v230.4c0 6.4 6.4 12.8 12.8 12.8zm-192 0h22.4c6.4 0 12.8-6.4 12.8-12.8V140.8c0-6.4-6.4-12.8-12.8-12.8h-22.4c-6.4 0-12.8 6.4-12.8 12.8v198.4c0 6.4 6.4 12.8 12.8 12.8zm96 0h22.4c6.4 0 12.8-6.4 12.8-12.8V204.8c0-6.4-6.4-12.8-12.8-12.8h-22.4c-6.4 0-12.8 6.4-12.8 12.8v134.4c0 6.4 6.4 12.8 12.8 12.8zM496 400H48V80c0-8.84-7.16-16-16-16H16C7.16 64 0 71.16 0 80v336c0 17.67 14.33 32 32 32h464c8.84 0 16-7.16 16-16v-16c0-8.84-7.16-16-16-16zm-387.2-48h22.4c6.4 0 12.8-6.4 12.8-12.8v-70.4c0-6.4-6.4-12.8-12.8-12.8h-22.4c-6.4 0-12.8 6.4-12.8 12.8v70.4c0 6.4 6.4 12.8 12.8 12.8z\" class=\"\"><\/path><\/svg><\/i> <img loading=\"lazy\" decoding=\"async\" width=\"16\" height=\"16\" alt=\"Loading\" src=\"https:\/\/portal.fisip-unmul.ac.id\/site\/wp-content\/plugins\/page-views-count\/ajax-loader-2x.gif\" border=0 \/><\/p>\n<div class=\"pvc_clear\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Data Portal Mahasiswa S1 Submitted by: , On: May 29, 2023 @ 3:01 PM IP: 182.3.141.88 1. Title [Judul]: PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG (Studi kasus pada Mahasiswa Fakultas Ilmu Sosial dan Ilmu Politik Universitas Mulawarman Samarinda) 2. Creator [Pengarang\/ penulis]: Rhosydah 3. Subject [Subjek dan kata kunci]: Ekuitas Merek, Keputusan Pembelian [&hellip;]<\/p>\n<div class=\"pvc_clear\"><\/div>\n<p id=\"pvc_stats_11195\" class=\"pvc_stats all  \" data-element-id=\"11195\" style=\"\"><i class=\"pvc-stats-icon medium\" aria-hidden=\"true\"><svg aria-hidden=\"true\" focusable=\"false\" data-prefix=\"far\" data-icon=\"chart-bar\" role=\"img\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 512 512\" class=\"svg-inline--fa fa-chart-bar fa-w-16 fa-2x\"><path fill=\"currentColor\" d=\"M396.8 352h22.4c6.4 0 12.8-6.4 12.8-12.8V108.8c0-6.4-6.4-12.8-12.8-12.8h-22.4c-6.4 0-12.8 6.4-12.8 12.8v230.4c0 6.4 6.4 12.8 12.8 12.8zm-192 0h22.4c6.4 0 12.8-6.4 12.8-12.8V140.8c0-6.4-6.4-12.8-12.8-12.8h-22.4c-6.4 0-12.8 6.4-12.8 12.8v198.4c0 6.4 6.4 12.8 12.8 12.8zm96 0h22.4c6.4 0 12.8-6.4 12.8-12.8V204.8c0-6.4-6.4-12.8-12.8-12.8h-22.4c-6.4 0-12.8 6.4-12.8 12.8v134.4c0 6.4 6.4 12.8 12.8 12.8zM496 400H48V80c0-8.84-7.16-16-16-16H16C7.16 64 0 71.16 0 80v336c0 17.67 14.33 32 32 32h464c8.84 0 16-7.16 16-16v-16c0-8.84-7.16-16-16-16zm-387.2-48h22.4c6.4 0 12.8-6.4 12.8-12.8v-70.4c0-6.4-6.4-12.8-12.8-12.8h-22.4c-6.4 0-12.8 6.4-12.8 12.8v70.4c0 6.4 6.4 12.8 12.8 12.8z\" class=\"\"><\/path><\/svg><\/i> <img loading=\"lazy\" decoding=\"async\" width=\"16\" height=\"16\" alt=\"Loading\" src=\"https:\/\/portal.fisip-unmul.ac.id\/site\/wp-content\/plugins\/page-views-count\/ajax-loader-2x.gif\" border=0 \/><\/p>\n<div class=\"pvc_clear\"><\/div>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-11195","post","type-post","status-publish","format-standard","hentry","category-data-portal-mahasiswa-s1"],"a3_pvc":{"activated":true,"total_views":160,"today_views":0},"_links":{"self":[{"href":"https:\/\/portal.fisip-unmul.ac.id\/site\/index.php?rest_route=\/wp\/v2\/posts\/11195","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/portal.fisip-unmul.ac.id\/site\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/portal.fisip-unmul.ac.id\/site\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/portal.fisip-unmul.ac.id\/site\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/portal.fisip-unmul.ac.id\/site\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=11195"}],"version-history":[{"count":0,"href":"https:\/\/portal.fisip-unmul.ac.id\/site\/index.php?rest_route=\/wp\/v2\/posts\/11195\/revisions"}],"wp:attachment":[{"href":"https:\/\/portal.fisip-unmul.ac.id\/site\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=11195"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/portal.fisip-unmul.ac.id\/site\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=11195"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/portal.fisip-unmul.ac.id\/site\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=11195"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}