STUDY ON THE EFFECT OF BRAND EQUITY ON IPHONE PRODUCT CUSTOMERS IN SEMARANG CITY

Nadya Astarina Novera

Abstract

In the growth of the world economy, business competition between companies is tight and increasing, especially in business competition in Indonesia. Many companies are competing to keep their customers in order to keep using the products offered. Every company tries to fulfill the wishes of consumers by delivering the desired goods or services (Halim & Iskandar, 2019). Technology companies are one of the companies that compete in developing their products. This study describes the influence of Perceived Quality, Brand Image, and Brand Experience on Customer Loyalty with Brand Equity as an intermediate variable to iPhone smartphone users in Semarang. The sample needed in this study is iPhone product users who have made purchases and used iPhone products at least 2 times from the type of iPhone product line.

Keyword: Perceived Quality, Brand Image, Brand Experience, Brand Equity, Customer Loyalty

Full Text:

PDF

References

Alexandra, Z., & Cerchia, A. E. (2018). The Influence of Brand Awareness and Other Dimensions of Brand Equity in Co...: Discovery For University of Southampton. Ovidius University Annals, Series Economic Sciences. , Vol. 18(Issue 1), p422-427. 6p.

Balmer, J. M. T., Lin, Z., Chen, W., & He, X. (2020). The role of corporate brand image for B2B relationships of logistics service providers in China. Journal of Business Research, 117(March), 850–861. https://doi.org/10.1016/j.jbusres.2020.03.043

Bhadra, A., & Rego, S. (2019). Relationship between Customer Equity and Customer Loyalty: A Study of Retail Outlets for Consumer Durables. Nmims Management Review, 36(4), 20–35.

Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.52

Djatmiko, T., & Pradana, R. (2016). Brand Image and Product Price; Its Impact for Samsung Smartphone Purchasing Decision. Procedia - Social and Behavioral Sciences, 219, 221–227. https://doi.org/10.1016/j.sbspro.2016.05.009

Foroudi, P., Jin, Z., Gupta, S., Foroudi, M. M., & Kitchen, P. J. (2018). Perceptional components of brand equity: Configuring the Symmetrical and Asymmetrical Paths to brand loyalty and brand purchase intention. Journal of Business Research, 89(June 2017), 462–474. https://doi.org/10.1016/j.jbusres.2018.01.031

Hakim, B. N., & Purwoko, B. (2019). TINJAUAN PUSTAKA Strategi Peran Strategi Pemasaran. 3(3), 261–278.

Halim, N. R., & Iskandar, D. A. (2019). Pengaruh Kualitas Produk, Harga dan Persaingan terhadap Minat Beli. Jurnal Riset Manajemen Dan Bisnis, 4(3), 415–424.

Kataria, S., & Saini, V. (2019). The mediating impact of customer satisfaction in relation of brand equity and brand loyalty: An empirical synthesis and re-examination. South Asian Journal of Business Studies, 9(1), 62–87. https://doi.org/10.1108/SAJBS-03-2019-0046

Kim, J. H., & Hyun, Y. J. (2011). A model to investigate the influence of marketing-mix efforts and corporate image on brand equity in the IT software sector. Industrial Marketing Management, 40(3), 424–438. https://doi.org/10.1016/j.indmarman.2010.06.024

Martins, J., Costa, C., Oliveira, T., Gonçalves, R., & Branco, F. (2019). How smartphone advertising influences consumers’ purchase intention. Journal of Business Research, 94(August 2017), 378–387. https://doi.org/10.1016/j.jbusres.2017.12.047

Moslehpour, M., Chau, K. Y., Dadvari, A., Do, B. R., & Seitz, V. (2019). What Killed HTC and Kept Apple Alive? Brand Sustainability Comparison of Two Asian Countries. Sustainability (Switzerland), 11(24), 1–22. https://doi.org/10.3390/su11246973

Phung, M. T., Ly, P. T. M., & Nguyen, T. T. (2019). The effect of authenticity perceptions and brand equity on brand choice intention. Journal of Business Research, 101(19), 726–736. https://doi.org/10.1016/j.jbusres.2019.01.002

Rofiq, A., Suryadi, N., & Faidah, N. N. (2009). Abstrak Pendahuluan Kajian Literatur dan Hipotesis. November.

Seo, E. J., & Park, J. W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66(September 2017), 36–41. https://doi.org/10.1016/j.jairtraman.2017.09.014

Severi, E., & Ling, K. C. (2013). The mediating effects of brand association, brand loyalty, brand image and perceived quality on brand equity. Asian Social Science, 9(3), 125–137. https://doi.org/10.5539/ass.v9n3p125

Širola, D., & Gallopeni, V. (2020). the Impact of Brand Equity on Consumer Behavior on Croatian Mobile Phone Market. 3(1), 35–45.

Sukiarti, L., H, L. B., & Haryono, A. T. (2016). Pengaruh Citra Merek, Sikap Merek, Kesadaran Merek dan Kualitas Merek terhadap Ekuitas Merek, Hand & Body Lotion Vaseline ( Studi Kasus Di Kecamatan Pringapus, Kabupaten Semarang ). Journal of Management, 2(2), 1–26. https://jurnal.unpand.ac.id/index.php/MS/article/view/519/505

Wichailert, K., & Yousapornpaiboon, K. (2017). Brand equity affects brand loyalty of the bottled mineral drinking water in Thailand. Journal of Administrative and Business Studies, 3(4), 180–191. https://doi.org/10.20474/jabs-3.4.3

Xixiang, P. S. (2016). Brand Experience as a Contemporary Source of Brand Equity in 21 st Century : Evidence from the Chinese Consumer Market. 4(9), 63–76.

Yuanwei, Q., & Lertbuasin, S. (2018). the Influence of Service Quality and Brand Equity on Customer Loyalty To 5 Star Hotels in the Yunnan Province of China. 20(1), 35–47.

Refbacks

  • There are currently no refbacks.