Analisis Perbandingan Merek Smartphone Apple dan Samsung pada Mahasiswa Fakultas Ekonomi Universitas Swasta di Jakarta

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Published: Oct 1, 2023
DOI: https://doi.org/10.35870/emt.v7i4.1547
Keywords:
Smartphone Brand Apple iPhone Samsung Brand Association Jakarta Economics Student

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Susbiyantoro
Politeknik LP3I Jakarta
Caroline
Universitas Sultan Fatah
Johny Aninam
Universitas Papua
Aat Ruchiat Nugraha
Universitas Padjadjaran

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.

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How to Cite
Susbiyantoro, Caroline, Aninam, J., & Nugraha, A. R. (2023). Analisis Perbandingan Merek Smartphone Apple dan Samsung pada Mahasiswa Fakultas Ekonomi Universitas Swasta di Jakarta. Jurnal EMT KITA, 7(4), 950–963. https://doi.org/10.35870/emt.v7i4.1547
Issue
Vol. 7 No. 4 (2023): OCTOBER 2023
Section
Articles
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Author Biographies

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, Universitas Padjadjaran

Program Studi Hubungan Masyarakat, Fakultas Ilmu Komunikasi, Universitas Padjadjaran, Kabupaten Sumedang, Provinsi Jawa Barat, Indonesia

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