ANALISIS PENGARUH BRAND EXPERIENCE, BRAND ATTITUDE, DAN BRAND LOYALTY TERHADAP PENJUALAN SMARTPHONE OPPO DI SIDOARJO
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Institusion
Universitas Bhayangkara Surabaya
Author
LATUPEIRISSA, ALEXANDER
Subject
Datestamp
2022-06-14 02:37:28
Abstract :
This study aims to determine and analyze the effect of Brand Experience, Brand Attitude, and Brand Loyalty on OPPO smartphone sales. This analysis uses quantitative. The sample of this study was conducted by accidental sampling method. Data collection was carried out with 96 questionnaires. The statistical method uses F test analysis, partial T test and Multiple Linear Regression, with hypothesis testing of the statistical test t. The results of this study indicate that the Brand experience variable is known to have a significance value of 0,000 ? = 0.05. This means H1 is rejected so it can be said that partial brand loyalty has no significant effect on sales.
This study aims to determine and analyze the effect of Brand Experience, Brand Attitude, and Brand Loyalty on OPPO smartphone sales. This analysis uses quantitative. The sample of this study was conducted by accidental sampling method. Data collection was carried out with 96 questionnaires. The statistical method uses F test analysis, partial T test and Multiple Linear Regression, with hypothesis testing of the statistical test t. The results of this study indicate that the Brand experience variable is known to have a significance value of 0,000 ? = 0.05. This means H1 is rejected so it can be said that partial brand loyalty has no significant effect on sales.
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