BRAND FAMILIARITY AND BRAND AWEARNESS: PURCHASE INTENTION PRODUK IPHONE APPLE

Irma Bastaman, Apri Budianto, Enas Enas

Abstract


Permasalahan yang dihadapi dalam penelitian ini meliputi : 1] Bagaimana Pengaruh Brand Awerness terhadap Purchase Intention produk Ipone di Ciamis; 2]Bagaimana Pengaruh Brand Awerness terhadap Purchase Intention produk Iphone di Ciamis; 3]Bagaimana Pengaruh Brand Familiarity dan Brand Awerness terhadap Purchase Intention produk Iphone di Ciamis. Adapun tujuannya adalah untuk mengetahui dan menganalisis: 1] Pengaruh Brand Familiary terhadap Purchase Intention produk Iphone di Ciamis; 2] Pengaruh Brand Awerness terhadap Purchase Intention produk Iphone di Ciamis; 3] pengaruh Brand Familiarity dan Brand Awerness terhadap Purchase Intention produk Iphone di Ciamis. Metode yang digunakan dalam penelitian ini adalah metode survey deskriptif dengan pendekatan kuantitatif. Sampel yang dipilih adalah sebanyak 96 konsumen. Sedangkan untuk menganalisis data yang diperoleh digunakanan analisis koefisien korelasi, determinasi, regresi linier berganda dan uji Hipotesis menggunakan Uji signifikansi (Uji t dan Uji F). Hasil dari penelitian dan pengolahan data menunjukan bahwa 1]Brand Familiary roduk berpengaruh positif dan signifikan terhadap Purchase Intention produk Ipone; 2] Brand Awerness berpengaruh positif dan signifikan terhadap Purchase Intention produk Ipone; 3] Brand familiarty dan Brand Awerness berpengaruh terhadap Purchase Intention produk Iphone.

Keywords


Co-Branding, Co.Brand Ritel; Brand Familiarity; Brand Awerness; Brands

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DOI: http://dx.doi.org/10.25157/mr.v6i2.10071

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