Jurnal STIE Semarang (Edisi Elektronik)
Vol 15 No 2 (2023)

The Revival of Nokia: The Power of Past Recognition of Brand and the Innovativeness

Deviyola Kurnia Ramadhani (Universitas STIKUBANK)
Ignatius Hari Santoso (Universitas Stikubank)

Article Info

Publish Date
18 Jun 2023

Abstract

The purpose of this research is to find out The Revival Of Nokia: The Power Of Past Recognition Of Brand And The Innovativeness. The population in this study are consumers who currently have purchased a Nokia brand smartphone. The sample in this study are consumers who currently have purchased a Nokia brand smartphone as many as 97 respondents. The sampling technique in this study was using snowball sampling as the sampling technique. The analysis tool used is Smart PLS. The results of the study show that brand recognition has a positive effect on repurchase intention

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Journal Info
Jurnal STIE Semarang (Edisi Elektronik)
Website

Abbrev

jurnal

Publisher

Sekolah Tinggi Ilmu ekonomi Semarang

Subject

Economics, Econometrics & Finance Education

Description

JURNAL EKONOMI STIE SEMARANG is published by SEKOLAH TINGGI ILMU EKONOMI SEMARANG, Center Java, Indonesia. It is published three times a year February, June and October. JURNAL EKONOMI STIE SEMARANG is organized by the Lecturers of STIE SEMARANG and Journal Developer Team. The articles published in ...