Vol 2 No.3 Sept PENGARUH BRAND AWARNESS, BRAND ASSOCIATION, PERCEIVED QUALITY, DAN BRAND LOYALTY TERHADAP MINAT PEMBELIAN ULANG IPHONE PADA MAHASISWA UNIVERSITAS MATARAM

PENGARUH BRAND AWARNESS, BRAND ASSOCIATION, PERCEIVED QUALITY, DAN BRAND LOYALTY TERHADAP MINAT PEMBELIAN ULANG IPHONE PADA MAHASISWA UNIVERSITAS MATARAM

Abstract

ABSTRAK Pengaruh Brand Loyalty, Perceived Quality, dan Brand Awareness terhadap Minat Mahasiswa Universitas Mataram Membeli iPhone Keinginan dan perilaku konsumen, khususnya pengguna iPhone di kalangan mahasiswa Universitas Mataram, untuk membeli kembali suatu produk berdasarkan tingkat kepuasan yang diinginkan terhadap produk ini dikenal sebagai niat pembelian kembali. Karena mereknya yang kuat, iPhone menjadi pilihan mayoritas mahasiswa Universitas Mataram dan dianggap sebagai barang high-end. Selain itu, penjajakan ini diharapkan dapat melihat apakah unsur-unsur Brand Mindfulness, Brand Affiliation, Saw Quality dan Brand Dependability berdampak pada Minat Repurchasing Iphone di Mahasiswa Mataram College. Pemeriksaan kuantitatif dengan metodologi kooperatif kausal akan diarahkan untuk menentukan pengaruh faktor bebas terhadap tujuan pembelian ulang iPhone. Strategi pemilahan informasi yang akan digunakan adalah contoh review dengan contoh keseluruhan 130 responden yang menggunakan prosedur pemeriksaan non-kemungkinan dengan teknik pengujian purposive. Menurut temuan penelitian tersebut, niat mahasiswa Universitas Mataram untuk membeli kembali iPhone secara signifikan dipengaruhi oleh kesadaran merek. Niat untuk membeli kembali iPhone ditemukan secara positif dan signifikan dipengaruhi oleh kesadaran merek, asosiasi merek, persepsi kualitas, dan loyalitas merek di kalangan mahasiswa Universitas Mataram. ABSTRACT The Effects of Brand Loyalty, Perceived Quality, and Brand Awareness on Mataram University Students' Interest in Buying an iPhone The desire and behavior of consumers, particularly iPhone users among students at Mataram University, to repurchase a product based on the desired level of satisfaction with the product is known as repurchase intention. Because of its strong brand, the iPhone is the choice of the majority of Mataram University students and is regarded as a high-end item. What's more, this exploration expects to see if the elements of Brand Mindfulness, Brand Affiliation, Saw Quality and Brand Dependability impact the Interest in Repurchasing Iphone in Mataram College Understudies. Quantitative examination with a causal cooperative methodology will be directed to decide the impact of the free factors on the aim to repurchase the iPhone. The information assortment strategy to be utilized is an example review with an all out example of 130 respondents utilizing a non-likelihood examining procedure with a purposive testing technique. According to the study's findings, Mataram University students' intentions to repurchase iPhones were significantly influenced by brand awareness. The intention to repurchase an iPhone was found to be positively and significantly influenced by brand awareness, brand association, perceived quality, and brand loyalty among Mataram University students..