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"[ ABSTRAK Era globalisasi dimasa kini menjadikan semua hal menjadi berhubungan.dengan demikian, banyak hal ekonomi, politik, dan hubungan budaya tidak dapatdijelaskan dalam satu sudut pandang. Globalisasi merubah cara masyarakatmengkonsumsi, bekerja dan hidup hampir diseluruh dunia. Perubahan ini disebutmodernisasi, fase dimana orang orang bergantung dengan teknologi. Tujuan daripenelitian ini adalah untuk mengeksplorasi dampak dalam hal merk global,Samsung. Samsung adalah salah satu perusahaan besar yang jugaberspesialisasi di bidang smartphone. Studi ini focus pada bagaimana Samsungberusaha untuk menjadi perusahaan global ternama dan mencari tahu faktor apasaja yang mempengaruhinya. Teori Modernisasi digunakan untukmendeskripsikan bagaimana masyarakat selalu berkembang menjadi fasih dalampenggunaan teknologi dan bagaimana hal tersebut merubah perilaku daya belimereka. Analisa SWOT juga digunakan untuk mecari tahu faktor contributorlainnya yang berujung dengan kesuksesan strategi pemasaran Samsung. Singkatkata, modernisasi membawa dampak besar dalam perilaku konsumen dan strategipemasaran global milik Samsung, juga pasar smartphone pada umumnya.

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ABSTRACT The world today is in the era of globalization where everything seems to

be connected. Consequently many economic, political, and cultural relationships

are not explainable from one perspective. Globalization changes how people

consume, work, and live almost everywhere in this world. This change called

modernization, the phase when people are dependence with technology. The

purpose 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 in

smartphone sector. This study focuses on how Samsung managed to change into a

major global company and find out what are the influencing factors. The

Modernization Theory is used to describe how the society is always developing to

become more technology savvy and how it changes their purchasing behavior.

SWOT Analysis is also used to investigate the contributing factors that result in

Samsung?s successful marketing strategy. In short, modernization brings a huge

impact towards consumer behavior and Samsung?s global marketing strategy as

well as the smartphone market in general, The world today is in the era of globalization where everything seems to

be connected. Consequently many economic, political, and cultural relationships

are not explainable from one perspective. Globalization changes how people

consume, work, and live almost everywhere in this world. This change called

modernization, the phase when people are dependence with technology. The

purpose 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 in

smartphone sector. This study focuses on how Samsung managed to change into a

major global company and find out what are the influencing factors. The

Modernization Theory is used to describe how the society is always developing to

become more technology savvy and how it changes their purchasing behavior.

SWOT Analysis is also used to investigate the contributing factors that result in

Samsung’s successful marketing strategy. In short, modernization brings a huge

impact towards consumer behavior and Samsung’s global marketing strategy as

well as the smartphone market in general]"