| dc.description.abstract | In this modern world that increasingly, telecommunications became
inseparable in today's society. This has encouraged manufacturers of communication
devices vying to create a communication tool that can meet the needs of the
community. Presence as a provider of telecommunications services and the presence
of Samsung Galaxy S series support the needs of telecommunications for the middle
top.
The unit of analysis of this research using consumer who has ever bought
Samsung Galaxy series S. The sampling technique used is non-probability sampling
where the questionnaire as the primary means of data collection. The number of
respondents is as much as 110 respondents who had bought the Samsung Galaxy S
series. The analysis technique used in this research is Structural Equation Model)
with 20 AMOS software.
The research result Samsung Galaxy S series explains the novelty positive
effect on perceived value to the value of 0.507, product quality positively affects
perceived value to the value of 0449, perceived value positive effect on brand
preference with a value of 0389, perceived value positive effect on customer
satisfaction with the value of 0.482, brand preference positive effect on repurchase
intention with the value of 0.516, and a positive effect on customer satisfaction,
repurchase intention with the value of 0487,
This research has resulted that the Samsung Galaxy S series have to pay
attention to brand preference is owned by Samsung Galaxy S. Brand preference series
Samsung Galaxy S series has an important role in the purchasing decisions of
consumers re-done. Steps taken to increase brand preference is to present a better
view and the desires of the consumer as well as follow the desires of the market, so
the sense to seek out and try to always appear in the minds of consumers but without
compromising the performance and comfort in the use of the Samsung Galaxy S
series itself. | en_US |
