E-Jurnal Manajemen Universitas Udayana
Vol 2 No 11 (2013)

Pengaruh Ekuitas Merek Terhadap Preferensi Merek dan Niat Beli Konsumen Pada Produk iPhone di Kota Denpasar

I Gusti Ayu Putri Anggrihita Prabhawedasattya (Fakultas Ekonomi Universitas Udayana, Bali, Indonesia)
Ni Nyoman Kerti Yasa (Fakultas Ekonomi Universitas Udayana, Bali, Indonesia)

Article Info

Publish Date
09 Nov 2013

Abstract

The main objective of this study was to determine the effect of brand equity on brand preference and purchase intention of consumers. This study examines three variables: brand equity, brand preference, and purchase intention of consumers conducted by the opinion of a teenager who uses an iPhone and live in Denpasar total of 120 respondents. Equation models and hypothesis in this study were tested using Structural Equation Modelling analysis tools (SEM). The results of this study indicate that brand equity is positive and significant effect on brand preference and purchase intention of consumers.Keywords: brand equity, brand preference, purchase intention, smartphone

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Journal Info
E-Jurnal Manajemen Universitas Udayana
Website

Abbrev

Manajemen

Publisher

Universitas Udayana

Subject

Decision Sciences, Operations Research & Management

Description

E-Jurnal Manajemen (ISSN 2302-8912) aims to serve as a medium of information and exchange of scientific articles between teaching staff, alumni, students, practitioners and observers of science in accounting and business. E-Jurnal Manajemen editor receives scientific articles business strategy and ...