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ABSTRAK Era globalisasi dimasa kini menjadikan semua hal menjadi berhubungan.
dengan demikian, banyak hal ekonomi, politik, dan hubungan budaya tidak dapat
dijelaskan dalam satu sudut pandang. Globalisasi merubah cara masyarakat
mengkonsumsi, bekerja dan hidup hampir diseluruh dunia. Perubahan ini disebut
modernisasi, fase dimana orang orang bergantung dengan teknologi. Tujuan dari
penelitian ini adalah untuk mengeksplorasi dampak dalam hal merk global,
Samsung. Samsung adalah salah satu perusahaan besar yang juga
berspesialisasi di bidang smartphone. Studi ini focus pada bagaimana Samsung
berusaha untuk menjadi perusahaan global ternama dan mencari tahu faktor apa
saja yang mempengaruhinya. Teori Modernisasi digunakan untuk
mendeskripsikan bagaimana masyarakat selalu berkembang menjadi fasih dalam
penggunaan teknologi dan bagaimana hal tersebut merubah perilaku daya beli
mereka. Analisa SWOT juga digunakan untuk mecari tahu faktor contributor
lainnya yang berujung dengan kesuksesan strategi pemasaran Samsung. Singkat
kata, modernisasi membawa dampak besar dalam perilaku konsumen dan strategi
pemasaran global milik Samsung, juga pasar smartphone pada umumnya.
ABSTRACT The world today is in the era of globalization where everything seems tobe connected. Consequently many economic, political, and cultural relationshipsare not explainable from one perspective. Globalization changes how peopleconsume, work, and live almost everywhere in this world. This change calledmodernization, the phase when people are dependence with technology. Thepurpose of this research is to explore its impact on a global brand, Samsung.Samsung is one of the giant companies in the world that also specializing insmartphone sector. This study focuses on how Samsung managed to change into amajor global company and find out what are the influencing factors. TheModernization Theory is used to describe how the society is always developing tobecome more technology savvy and how it changes their purchasing behavior.SWOT Analysis is also used to investigate the contributing factors that result inSamsung?s successful marketing strategy. In short, modernization brings a hugeimpact towards consumer behavior and Samsung?s global marketing strategy aswell as the smartphone market in general, The world today is in the era of globalization where everything seems tobe connected. Consequently many economic, political, and cultural relationshipsare not explainable from one perspective. Globalization changes how peopleconsume, work, and live almost everywhere in this world. This change calledmodernization, the phase when people are dependence with technology. Thepurpose of this research is to explore its impact on a global brand, Samsung.Samsung is one of the giant companies in the world that also specializing insmartphone sector. This study focuses on how Samsung managed to change into amajor global company and find out what are the influencing factors. TheModernization Theory is used to describe how the society is always developing tobecome more technology savvy and how it changes their purchasing behavior.SWOT Analysis is also used to investigate the contributing factors that result inSamsung’s successful marketing strategy. In short, modernization brings a hugeimpact towards consumer behavior and Samsung’s global marketing strategy aswell as the smartphone market in general]"
