THE INFLUENCE OF BRAND IMAGE, BRAND PERSONALITY AND BRAND AWARENESS ON CONSUMER PURCHASE INTENTION OF APPLE SMARTPHONE
ABSTRACT: Intense competition
in this globalization
era has beco me
a trigger in
marketing and growing
rapidly from year to
year in technology
industry. Smartphone is
a new technology
device of mobile
phone that has become
a part of people lifestyle
today and has full
functionally or more than just a
usual mobile phone. The level of
consumption trends of
smartphone was held
by segment of
its brand. The
consumers are likely
to purchase products with
the positive brand
image or well known brands of products. This study was examining the
influence of brand image, brand personality and brand awareness on consumer
purchase intention of Apple Smartphone.
The research conducted
by using multiple
regression analysis and
collecting the data
from questionnaire. The sample
in this study
is taken by
100 respondents of
students at Faculty
of Economic and Business Sam Ratulangi University in
Manado. The result shows that brand image, brand personality and brand awareness has
significantly influence on consumer
purchase intention of Apple Smartphone. It was found that brand
awareness is the variable that most has
significantly influence on consumer purchase intention of Apple Smartphone than
brand image and brand personality.
Author: Indriany M. Wijaya
Journal Code: jpmanajemengg130070
