Published: 2024-06-26

Pengaruh Brand Experience dan Brand Loyalty terhadap Brand Equity Produk Apple dengan Perceived Quality sebagai Variabel Intervening

DOI: 10.35870/ljit.v2i2.2731

Aulia Putri Amanta, Dwi Nopitasari, Pingkan Viola Martiza
  • Aulia Putri Amanta: Universitas Muhammadiyah Surakarta , Indonesia
  • Dwi Nopitasari: Universitas Muhammadiyah Surakarta , Indonesia
  • Pingkan Viola Martiza: Universitas Muhammadiyah Surakarta , Indonesia
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Abstract

The aim of this study is to identify the relationship between Brand Experience and Brand Loyalty on Brand Equity for Apple products in Sukoharjo Regency. The sample used in this study consists of 174 respondents residing in Sukoharjo Regency who have used and own Apple products. The data collection method in this study employed a questionnaire. Data were analyzed using SmartPLS. The hypotheses in this study indicate that Brand Experience has a significant influence on Brand Loyalty, Brand Equity, and Perceived Quality. Additionally, Brand Loyalty also has a significant influence on Brand Equity and Perceived Quality. Moreover, Perceived Quality has a significant influence on Brand Equity.

Keywords

Brand Experience ; Brand Loyalty ; Brand Equity ; Perceived Quality

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Amanta, A. P., Nopitasari, D., & Martiza, P. V. (2024). Pengaruh Brand Experience dan Brand Loyalty terhadap Brand Equity Produk Apple dengan Perceived Quality sebagai Variabel Intervening. LANCAH: Jurnal Inovasi Dan Tren, 2(2), 392~400. https://doi.org/10.35870/ljit.v2i2.2731
Article Information

This article has been peer-reviewed and published in the LANCAH: Jurnal Inovasi dan Tren. The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 2 No. 2 (2024)

  • Section: Articles

  • Published: %750 %e, %2024

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Author Biographies
Aulia Putri Amanta
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Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Muhammadiyah Surakarta, Surakarta, Indonesia

Dwi Nopitasari
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Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Muhammadiyah Surakarta, Surakarta, Indonesia

Pingkan Viola Martiza
Google Scholar ResearchGate ORCID

Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Muhammadiyah Surakarta, Surakarta, Indonesia

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