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

  • Aulia Putri Amanta1*
  • Dwi Nopitasari2
  • Pingkan Viola Martiza3
1,2,3 Muhammadiyah University of Surakarta image/svg+xml
* Corresponding Author: Aulia Putri Amanta

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

How to Cite

Citation Format
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

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Author Biographies

Aulia Putri Amanta, Muhammadiyah University of Surakarta

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

Dwi Nopitasari, Muhammadiyah University of Surakarta

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

Pingkan Viola Martiza, Muhammadiyah University of Surakarta

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

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Copyright (c) 2024 Aulia Putri Amanta, Dwi Nopitasari, Pingkan Viola Martiza

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This is an open-access journal distributed under the Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits unrestricted use, distribution, reproduction, and adaptation in any medium (even commercially), provided appropriate credit is given to the original author(s), a link to the license is provided, and any changes made are indicated. Authors retain copyright without restrictions and grant the journal the right of first publication as well as non-exclusive publishing rights for archiving, indexing, and scholarly dissemination.

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