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All Journal Jurnal Manajemen Kreatif dan Inovasi
Aisyah Aliya Nazarani
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Decision Sciences, Operations Research & Management

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Kontribusi Brand Awareness dan Brand Image terhadap Minat Pembelian IPhone pada Mahasiswa Pendidikan Ekonomi Universitas Sebelas Maret Ardan Adhyanto; Anya Maya Yukana Dewi; Amanda Dhea Margareta; Aisyah Aliya Nazarani; Aliya Wahidatul Janah; Annisa Dian Pramesti
Jurnal Manajemen Kreatif dan Inovasi Vol. 3 No. 3 (2025): Juli: Jurnal Manajemen Kreatif dan Inovasi
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59581/jmki-widyakarya.v3i3.5251

Abstract

This study aims to examine the influence of brand awareness (X1) and brand image (X2) on the purchase intention (Y) of iPhone among students of the Economic Education program at Universitas Sebelas Maret. The background of this study is based on the increasing preference of students towards the iPhone, which holds high exclusivity value and strong brand image, despite being positioned in a premium price segment. This research employs a quantitative approach using a survey method through questionnaires distributed to 83 respondents selected randomly by simple random sampling technique. The research instruments were tested for validity and reliability, and the data were analyzed using multiple linear regression analysis. The results indicate that both X1 and X2 have a significant effect on Y. The implications of these findings suggest that marketing strategies emphasizing the development of a strong and exclusive brand image can enhance consumers’ purchase intention, particularly among students. This study is expected to serve as a reference for marketers in designing effective and targeted promotional strategies for the higher education market segment.
Co-Authors Aliya Wahidatul Janah Amanda Dhea Margareta Annisa Dian Pramesti Anya Maya Yukana Dewi Ardan Adhyanto