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.

Keywords: consumer, brand image, brand personality, brand awareness, and purchase intention

Author: Indriany M. Wijaya

Journal Code: jpmanajemengg130070

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