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All Journal Economic Development Progress LANCAH Jurnal Inovasi dan Tren
Nopitasari, Dwi
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Economics, Econometrics & Finance Education Social Sciences Other

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Pengaruh Brand Experience dan Brand Loyalty terhadap Brand Equity Produk Apple dengan Perceived Quality sebagai Variabel Intervening Amanta, Aulia Putri; Nopitasari, Dwi; Martiza, Pingkan Viola
LANCAH: Jurnal Inovasi dan Tren Vol. 2 No. 2 (2024): JUNI-NOVEMBER 2024
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET) - Lembaga KITA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ljit.v2i2.2731

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.
Pengaruh Kualitas Produk, Citra Merek Dan Promosi Terhadap Keputusan Pembelian Produk Skintific : Studi Kasus pada Konsumen Skintific di Toko Nusantara Kota Tebing Tinggi Sari, Dian Purnama; Nopitasari, Dwi; Kristiani, Yula Anggi
Economic Development Progress Vol. 4 No. 2 (2025): Economic Development Progress Edisi Desember 2025
Publisher : Sekolah Tinggi Ilmu Ekonomi Bina karya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70021/edp.v4i2.251

Abstract

Marketing theories play an important role in explaining consumer behavior, especially theories related to purchasing decisions. The purpose of this study is to test the hypothesis regarding the influence of product quality, brand image, and promotion on purchasing decisions for Skintific products. The results of the study indicate that: product quality does not have a significant influence on purchasing decisions with a T-statistic value of -0.295; brand image influences purchasing decisions with a T-statistic value of 1.895; promotion has a significant influence on purchasing decisions with a T-statistic value of 9.779; and simultaneously, the three variables (product quality, brand image, and promotion) have a significant influence on purchasing decisions with a T-statistic value of 37.447. This study involved 64 respondents as samples, and data processing was carried out using SPSS software version 25.0.
Co-Authors Amanta, Aulia Putri Dian Purnamasari Kristiani, Yula Anggi Martiza, Pingkan Viola