THE INFLUENCE OF BRAND LUXURY, BRAND AWARENESS, AND PERCEIVED QUALITY ON PURCHASE INTENTION OF IPHONE IN MANADO

Agtjoh Evard Rumapea (Universitas Sam Ratulangi)
Willem Alfa Tumbuan (Universitas Sam Ratulangi)
Maria Tielung (Universitas Sam Ratulangi)

JURNAL EMBA : JURNAL RISET EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI
Vol. 10 No. 3 (2022): JE. Vol 10 No 3 (2022)

The purpose of this study is to determine the influence of brand luxury, brand awareness, and perceived quality toward consumer purchase intention on iPhone product in Manado. The population on this study consist of society in Manado that buy iPhone product, which the value is unknown. Based on Roscoe analysis, number of sample are 80-100 respondent. This study use incidental samplings as the sampling technique. And for the data analysis is used in this study is multiple regression analysis. This study uses theSPSS 26 program. Keywords: Brand Luxury, Brand Awareness, Perceived Quality, and Purchase Intention