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The Effect of Brand Image, Brand Experience and Brand Loyalty towards Purchase IntentionOn Apple Smartphone in Makassar
- Source :
- Hasanuddin Journal of Business Strategy. 2:74-82
- Publication Year :
- 2020
- Publisher :
- Fakultas Ekonomi dan Bisnis Unhas, 2020.
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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.
Details
- ISSN :
- 26562707
- Volume :
- 2
- Database :
- OpenAIRE
- Journal :
- Hasanuddin Journal of Business Strategy
- Accession number :
- edsair.doi...........074efd958865399098b21f6f41803e80