| Summary: | This study aims at revealing: 1) how the marketing mix elements and the
country of origin influence the brand equity, 2) how the association position of the
mobile phone brand of Samsung Champ, CSL Blueberry, and Mito 303 based on
users perception is. This study is conducted in Yogyakarta with total 240
respondents who have comprehension in the mobile phone advertisement of
Samsung Champ, CSL Blueberry, and Mito 303 in television/printed media. The
data are collected by using questioner. The data are analyzed by using multiple
regression technique in SPSS version 16 and MDS (multidimensional scaling)
technique.
Results: 1)The marketing mix elements simultaneously have positive effect
on brand equity of Samsung Champ, CSL Blueberry, and Mito 303, with the
effect of 74.8%. The influence of marketing mix elements are 61.1% towards
brand awareness, 74.9% towards perceived-quality and 36.7% towards brand
loyalty). 2) Element Country of origin only affects the dimensions of quality
perceived 3) Based on the results of MDS analysis, respondents perceive Samsung
Champ brands produced by successful and qualified company, CSL Blueberry
produced by qualified company, and Mito 303 is produced by an unsuccessful and
unqualified company. 4) The impression of quality is a priority in building brand
equity. Samsung Champ has a higher impression of the quality to the respondents
compared to the CSL Blueberry and Mitto 303. 5) The intensity of distribution is
a key element of the marketing mix. And Mito 303 has the highest intensity
distribution above the other brands.
Managerial Implications: 1) The Company producing CSL Blueberry and
Mitto 303 must perform product quality-development for example by increasing
the sound clarity of the voice reception, improving battery endurance, higher
durability, the reliability in making calls within the building, long term usage
endurance, ease of the spare parts if it is broken, and develop more sophisticated
features, in order to enhance the impression of quality 2) The Companies of
Samsung Champ and CSL Blueberry should expand the provision of products
along with various accessories in all markets in order to increase the intensity
distribution 3 ) For HP Mito 303 companies should be aware of the relative
position of its products and perform more precise positioning. 4) Those three
companies should build effects of country of region
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