Published: 2023-10-01
Analisis Perbandingan Merek Smartphone Apple dan Samsung pada Mahasiswa Fakultas Ekonomi Universitas Swasta di Jakarta
DOI: 10.35870/emt.v7i4.1547
Susbiyantoro, Caroline, Johny Aninam, Aat Ruchiat Nugraha
- Susbiyantoro: Politeknik LP3I Jakarta ,
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Caroline:
Universitas Sultan Fatah
- Johny Aninam: Universitas Papua ,
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Aat Ruchiat Nugraha:
Padjadjaran University
Abstract
The rapid development of the telecommunications sector, especially the smartphone sector, has created fierce competition among different brands to win the hearts of consumers. This study aimed to determine the differences in brand associations between the two market leaders, Apple iPhone, and Samsung, among students of the Faculty of Economics of a private university in Jakarta. Data was collected through a survey of 100 respondents who have used or are currently using products from one of these brands. Data analysis results show a significant difference in brand associations between Apple iPhone and Samsung. The high t value (9.296 > 1.984) confirms that this difference is statistically significant. These results provide valuable information about how these two brands are perceived by students in the School of Economics, which can be used to improve branding and marketing strategies within a market. growing and more competitive. This study makes an important contribution to understanding the dynamics of brand associations in the context of the rapidly evolving smartphone industry.
Keywords
Smartphone Brand; Apple iPhone; Samsung; Brand Association; Jakarta Economics Student
Article Information
This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 7 No. 4 (2023)
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Section: Articles
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Published: 2023-10-01
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License: CC BY 4.0
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Copyright: © 2023 Authors
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DOI: 10.35870/emt.v7i4.1547
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Susbiyantoro, Politeknik LP3I Jakarta,
Program Studi Administrasi Bisnis, Politeknik LP3I Jakarta, Jakarta Pusat, Daerah Khusus Ibukota Jakarta, Indonesia
Caroline, Universitas Sultan Fatah
Program Studi Ekonomi Pembangunan, Fakultas Ekonomi dan Ilmu Sosial, Universitas Sultan Fatah, Kabupaten Demak, Provinsi Jawa Tengah, Indonesia
Johny Aninam, Universitas Papua,
Program Studi Ekonomi Pembangunan, Fakultas Ekonomi dan Bisnis, Universitas Papua, Kabupaten Manokwari, Provinsi Papua Barat, Indonesia
Aat Ruchiat Nugraha, Padjadjaran University
Program Studi Hubungan Masyarakat, Fakultas Ilmu Komunikasi, Universitas Padjadjaran, Kabupaten Sumedang, Provinsi Jawa Barat, Indonesia
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