ANALYSIS INFLUENCE BRAND EQUITY AND SERVICE QUALITY TO COSTUMER SATISFACTION USERS BLACKBERRY CURVE 9300 DISTRICT SARIO MANADO
ABSTRACT: Research In Motion
(RIM) is the official producer of mobile phones that are currently most popular
especially in Indonesia which is the Blackberry. Indonesia is a large market
share to Blackberry because of Indonesia's population. 47 percent mobile circulating
in Indonesia is Blackberry.The goal of this research is to know the influence
of quality of service and brand equity to the satisfaction of consumer users
blackberry curve 9300 district Sario the city of manado.
In this research, the methods of analysis used is regression analysis
method. The population was taken is the blackberry curve 9300 user with samples
as much as 100 people. Sampling techniques research using simple random
sampling.
Research results by using regression analysis showed that partially
variable quality of service significantly influential to the variable
satisfaction but rather to brand equity, does not affect the consumer's
satisfaction. And simultaneously variable quality of service and significant
impact on brand equity consumer satisfaction.
For the RIM Blackberry mobile phone manufacturers should be as much again
to improve the quality of service that is better to consumers so that consumers
do not migrate or switch to other parties. More manufacturers to optimize
quality of service to the higher customer satisfaction. The RIM also should pay
attention to brand equity. If the RIM is not paying attention to the brand
equity will be decreased to the level of consumer satisfaction that have an
impact on decreasing the level of product sales.
Penulis: Ferdy Roring
Kode Jurnal: jptinformatikadd120041
