Brand equity towards repurchasing intention of mobile phones through consumer value

Susanti, Christina Esti (2013) Brand equity towards repurchasing intention of mobile phones through consumer value. Manajemen & Bisnis Berkala Ilmiah, 12 (1). pp. 50-63. ISSN 1412-3789

[img]
Preview
Text
The influence of Bran Equity towards Repurchasing Intention of Nokia Mobile Phone Through the Consumer Value in Surabaya.pdf

Download (1MB) | Preview
[img]
Preview
Text
2_2 The Influence of Brand Equity towards repurchasing Intention of Mobile Phones through Consumer Valu.pdf

Download (1MB) | Preview
Official URL: http://www.journalmabis.org/sample-of-articles/ed-...

Abstract

This research is aimed to partially and simultaneously examine the influence of brand equity element towards repurchasing intention of Nokia cell phones in Surabaya through the customer value. The populations of this research are the entire Nokia cell phones customers in Surabaya. The numbers of population taken are 150 respondents. The sample was taken by using purposive sampling method. The data are processed and analyzed by using hierarchical regression analysis. The results of the research show that brand equity elements affect the customer value. Consequently, the customer value affects the repurchasing intention of the customers. In conclusion, the elements of brand equity partially and simultaneously affect the repurchasing intention through the customer value in Surabaya. Based on the results of the research, it is suggested that the producer of Nokia cell phones should creates advertisement in television, which gives the better information about cell phones Nokia specification

Item Type: Article
Uncontrolled Keywords: Brand equity, repurchasing intention, customer value
Subjects: Business > Management
Divisions: Faculty of Business > Management Undergraduate Study Program
Depositing User: Vincentius Widya Iswara
Date Deposited: 20 Feb 2015 02:06
Last Modified: 15 Jul 2016 06:39
URI: http://repository.wima.ac.id/id/eprint/1433

Actions (login required)

View Item View Item