PENGARUH BRAND IMAGE, BRAND AWARENESS, DAN BRAND LOYALTY TERHADAP BRAND EQUITY SMARTPHONE IPHONE

Heri, Prabowo PENGARUH BRAND IMAGE, BRAND AWARENESS, DAN BRAND LOYALTY TERHADAP BRAND EQUITY SMARTPHONE IPHONE. Journal Of Economic, Accounting and Management. ISSN 2985-8089

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Abstract

This research journal aims to determine the effect of Brand Image, Brand Awareness, and Brand Loyalty variables on Brand Equity on iPhone smartphone users in Blado Village, Blado District, Batang Regency. This research is based on the decline in sales of iPhone smartphones in Indonesia between 2019 and 2021. This type of research is a quantitative study. The population used in this study were iPhone smartphone users in Batang Regency. The sampling technique uses the Ancient RAO Formula which determines as many as 100 samples. The results of hypothesis testing using the SmartPLS 3 application. The results of the hypothesis testing show that the brand image variable has a significant effect on brand equity, brand awareness variable has a significant effect on brand equity, and brand loyalty has a significant effect on brand equity. The relationship between the three has a positive and significant influence on the iPhone smartphone brand equity. Abstrak : Jurnal penelitian ini bertujuan untuk mengetahui pengaruh dari variabel Brand Image, Brand Awareness, dan Brand Loyalty Terhadap Brand Equity pada pengguna smartphone iPhone di Desa Blado, Kecamatan Blado, Kabupaten Batang. Penelitian ini didasari dengan adanya penurunan penjualan smartphone iPhone di Indonesia antara tahun 2019 dan 2021. Jenis penelitian yang dilakukan ini merupakan penelitian kuantitatif. Populasi yang digunakan dalam penelitian ini adalah pengguna smartphone iPhone di Kabupaten Batang. Teknik pengambilan sampel menggunakan Rumus RAO Purba yang menetapkan sebanyak 100 sampel. Hasil pengujian hipotesis yang menggunakan aplikasi SmartPLS 3. Dari hasil uji hipotesis menunjukkan bahwa variabel brand image berpengaruh signifikan terhadap brand equity, variabel brand awareness berpengaruh signifikan terhadap brand equity, dan brand loyalty berpengaruh signifikan terhadap brand equity. Hubungan ketigannya memilki pengaruh positif dan signifikan terhadap brand equity smartphone iPhone.

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