DIGEST MARKETING
Vol. 3 No. 2 (2018): Digest Marketing

PENGARUH BRAND EQUITY TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK IPHONE

dio faidalen (Fakultas Ekonomi dan Bisnis)
Yenny Yuniarti (Karyawan Bappeda Provinsi Riau)

Article Info

Publish Date
13 Apr 2019

Abstract

The study purpose is to determine whether brand awareness, brand association, quality perceptions, and brand loyalty has a positive influence on the iPhone purchase decision both simultaneously and partially. Sample consists of 100 respondents. The type of research used is explanatory research (explanatory research) and hypothesis testing itself using used multiple linear regression procedure. The results showed that the influence either simultaneously or partially is significantly positive. As luxuries appliance, IPhone should appeal the customers to make customer move from repetitive purchasing to be loyal.

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Journal Info
DIGEST MARKETING
Website

Abbrev

digest

Publisher

Universitas Jambi

Subject

Economics, Econometrics & Finance

Description

Digest Marketing Juornal (DMJ) diterbitkan empat kali setahun, yang diterbitkan menjadi bagian dari Komunikasi akademis Konsentrasi Pemasaran dengan pemangku kepentingan. Artikel yang dimuat dari penulis terpilih melalui serangkaian proses editing yang didukung oleh Mitra Bestari dari ...