Fuadi, M. Fadlan and Slamet, Slamet 
ORCID: https://orcid.org/0000-0001-5583-5425
(2016)
Analisis pengaruh ekuitas merek handphone terhadap gaya hidup modern di kota Malang.
Presented at The 4th International Conference on Islamic Economics and Business (ICONIES), 25 - 27 Oct 2016, Malang.
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Abstract
In modern life, the existence of image and lifestyle has become the language of social communication in consumer society. A unique brand image strongly and preferably increases brand equity. Therefore, if someone uses branded mobile phone with a high brand, the person feels a modern lifestyle in a particular social class. This study aims to identify and analyze the effect of mobile phone brand equity on lifestyle use in Malang, partially and simultaneously. This research used descriptive research with a quantitative approach. The data collection technique used a survey method with questionnaires—the Sampling used nonprobability sampling with a purposive Sampling type. This research showed that mobile phone brand equity partially affected the lifestyle of the modern use of mobile phones consisting of brand awareness, brand association, perceived quality, and brand loyalty. While simultaneously affecting equity of 17.4% against the modern lifestyle using mobile phone use, the rest was influenced by other variables not addressed in this study. His influenced handphone brand equity to a modern lifestyle indicates that mobile phone brand equity does not have a significant effect on the modern lifestyle. In this study, the only factor in the form of technology and mobile communication in the modern lifestyle affected a person, while modern lifestyle design still seven was not a factor in this study.
| Item Type: | Conference (Paper) |
|---|---|
| Keywords: | brand equity; lifestyle |
| Divisions: | Faculty of Economics > Department of Management |
| Depositing User: | Slamet Slamet |
| Date Deposited: | 20 Apr 2022 11:16 |
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