ANALYZING BRAND EQUITY ON PURCHASE INTENTION THROUGH BRAND PREFERENCE OF SAMSUNG SMARTPHONE USER IN MANADO
ABSTRACT: Consumers nowadays
tend to value a product from its brand. Strong brand equity brings positive
effect to the product. Thus, it is assumed that brand equity affects preference
and purchase intention as well. Samsung has become popular in the Smartphone
market these years. Currently, Samsung holds the place at the top of
Android-based Smartphones globally. This research wants to study about the
effect of brand equity on purchase intention through brand preference of
Samsung Smartphone users in Manado. The method used is Path analysis. This
study collects 200 data sample of population who are users of Samsung
Smartphone in Manado. The conclusion of this study is that brand equity has
positive significant effect on Brand Preference, Brand Equity has positive
significant effect on Purchase Intention, and Brand Preference has positive
significant effect on Purchase Intention. This indicates that in order to stay
as a leader in the industry, the management must keep on improving their brand
equity, be aware of global changes, and create technology that is more
sophisticated in order to support the brand. Thus, Samsung will always gain
customer preference and intention to purchase.
Author: Angelina M. Emor
Journal Code: jpmanajemengg150047
