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Ana Fitriana
Jurusan Sistem Informasi STMIK Pontianak Jl. Merdeka No. 372 Pontianak, 0561-735555
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Journal : Jurnal Riset Ilmiah

 1 
PENGARUH EKUITAS MEREK TERHADAP LOYALITAS MEREK PRODUK APPLE SMARTPHONE DENGAN KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL MEDIASI Yulyaningsih, Veronika Bella; Fitriana, Ana; Listiana, Erna; Ahmadi, Ahmadi
SINERGI : Jurnal Riset Ilmiah Vol. 2 No. 6 (2025): SINERGI : Jurnal Riset Ilmiah, Juni 2025
Publisher : Lembaga Pendidikan dan Penelitian Manggala Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62335/sinergi.v2i6.1325

Abstract

This study aims to analyze the influence of brand equity on brand loyalty of Apple products (iPhone), with purchase decision as a mediating variable. Brand equity in this research is measured through three main indicators: brand trust, brand image, and perceived quality. A quantitative approach was used, employing a survey method involving 120 iPhone users in Pontianak City, selected through purposive sampling. Data were collected using a 5-point Likert scale questionnaire and analyzed using SmartPLS 4.0 software. The results indicate that brand trust, brand image, and perceived quality significantly influence brand loyalty, both directly and indirectly through purchase decision. The purchase decision is proven to be a significant mediator in the relationship between independent variables and brand loyalty, with the R-square value for brand loyalty reaching 0.633. These findings highlight the importance of brand equity strategies in shaping customer loyalty and emphasize the role of purchase decisions in strengthening consumers' emotional attachment to the iPhone brand. This study provides both theoretical and practical contributions to marketing strategy development in the premium smartphone industry.
Co-Authors A, Ahmadi Adinda, Chery Afani, Afani Ahmad Shalahuddin, Ahmad AHMADI Akhasha, Nadia Andika, Wahyu Annisa Fitri, Annisa Anwar Azazi Aprilliani, Shifa ARDIANSYAH ARDIANSYAH Arifin Firdaus Ariqoh, Daffa Asri Ashadi, Ardi Barkah Barkah, Barkah Calvin Calvin Calvin Daud, Ilzar Devi Nurmalia Diawanto, Fery Dwiputra, Wahyu Ediansyah, Ediansyah Eka Prastya Nugraha, Aryan Endar Sulistyowati Erna Listiana Erna Listiana Ernita Sari Nurwahyuni, Hesti Fasius, Bony Fathurrahman, Akhwal Fauzan, Ahmad Hilmi Fauzan, Rizky Febriana, Cika Firdaus, Angelika G, Giriati Gusti Hardiansyah Hafid, Khairunissa Hans, M. Hamka Hardayu, Audisty Prana Harry Setiawan Helma Malini, Helma Heriyadi, Heriyadi Hermanto, Dicky Irdhayanti, Efa Irene, Novi Juniwati Juniwati Kalis, Maria Christiana Iman Latifah Latifah Maharani, Berliana Maharani, Rista Maria Christiana Iman Kalis, Maria Christiana Moh. Rasyid Ridho Muhammad Afif Mustaruddin Nikki Tri Sakung, Nikki Tri Nofiansyah,  Wahyu Nur Afiah, Nur Nurnalisa Oktavianto, Angga Penampe, Marie Anne Ester Phengdrawan, Jonassen Purmono, Bintoro Bagus Purnomo, Bintoro Bagus Putri Pangestika, Putri Qurrotul Aeni, Qurrotul Rabbani, Ammar Ramadhianti, Risa Rivaldo, Karis Rizal, Fakhri Rokhuma, Chubbi Millatina Satria, Dimas Septiarni, Marsa Shandy, Jose Haris Syahbandi Titik Rosnani Trianto, Yohanes Adi Trisnawati, Ema Vanessa, Vivian Wahidah, Nina Ikhwati Wahyu Nofiansyah, Wahyu Waldi Wendy Wenny Pebrianti Widya, Tri Widyaningrum, Belinda Putri Yulyaningsih, Veronika Bella