The Effect of Brand Image, Brand Experience and Brand Loyalty towards Purchase IntentionOn Apple Smartphone in Makassar

Abstract

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.

That's What I like: A Study of Consumer Behavior on Purchase Intention Towards Pepsi

“…Past research has suggested that brand loyalty is one of the main factors affecting customers' purchase intention (e.g., Hennig-Thurau, Gwinner, & Gremler, 2002;Keller, 2007;Yaseen & Mazahir, 2019). Chi, Yeh, and Yang, (2009) and Sanjaya, Asdar, and Munir (2020) underlined that purchase intention is positively affected by brand loyalty. According to Yang and Peterson (2004), loyal customers are inclined to buy more than non-loyal customers.…”

That's What I like: A Study of Consumer Behavior on Purchase Intention Towards Pepsi

“…Past research has indicated that brand loyalty is one of the main factors influencing customers' purchase intention (e.g., Hennig-Thurau, Gwinner, K. P., & Gremler, 2002; Keller, 2007;Yaseen & Mazahir, 2019). Chi, Yeh, & Yang, (2009) and Sanjaya, Asdar, and Munir (2020) underlined that purchase intention is positively influenced by brand loyalty. According to Yang and Peterson (2004), loyal customers tend to buy more than non-loyal customers.…”

PENGARUH BRAND IMAGE DAN BRAND EXPERIENCE TERHADAP BEHAVORIAL INTENTION MELALUI CUSTUMER EXPERIENCE SEBAGAI MODERASI (Studi Kasus Destinasi Wisata Seribu Rumah Gadang di Muara Labuh Kecamatan Sungai Pagu Kabupaten Solok Selatan Propinsi Sumatera Barat)

“…Saat ini di dalam pasar pariwisata yang bersaing dan sadar akan merek, membangun sebuah brand image di destinasi wisata Saribu Rumah Gadang merupakan pekerjaan yang menantang (Dunuwille & Pathmini, 2016) Brand image adalah cara pandang tentang suatu merek yang tercermin oleh asosiasi merek dalam ingatan konsumen (Keller, 1993) dalam (Gunawan & Wellyantony, 2021) Penelitian terdahulu mengungkapkan Brand Image berpengaruh langsung secara positif dan signifikan terhadap purchase Intention. (Sanjaya et al, 2020).…”