The Effect of Brand Image, Brand Experience and Brand Loyalty towards Purchase Intention On Apple Smartphone in Makassar
| Main Authors: | Sanjaya, William, Asdar, Muhammad, Munir, Abdul Razak |
|---|---|
| Format: | Article info application/pdf Journal |
| Bahasa: | eng |
| Terbitan: |
Magister Management, Hasanuddin University
, 2020
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| Online Access: |
https://feb.unhas.ac.id/jurnal/index.php/HJBS/article/view/350 https://feb.unhas.ac.id/jurnal/index.php/HJBS/article/view/350/304 |
Daftar Isi:
- This research aims to analyze the effect of brand image, brand experience, and brand loyalty towards purchase intention on Apple smartphones in Makassar. The method used in this research is a quantitative method using multiple regression. The population in this research was Apple Smartphone users in Makassar; the sample in this research was 100 people. Data collected using questionnaires. This study uses multiple regression analysis statistical tools; the hypothesis tested using the F test (simultaneous) and t-test (partial). The results of this research showed that brand image has a positive and significant effect on purchase intention, brand experience has a positive and significant effect on purchase intention, brand loyalty has a positive and significant effect on purchase intention. Brand image, brand experience, and brand loyalty simultaneously have a positive and significant effect on purchase intention.