EVALUATING BRAND IMAGE AND CONSUMER PRODUCT KNOWLEDGE OF APPLE SMARTPHONE IN MANADO
Abstract: Telecommunication
device help people to communicate with other people at a distance.
Telecommunication industry also make the high growth rate of this industry over
the past few decades and the significant contribution of the industry to the
economies of the nations. The aim for this study is to evaluating brand image
and consumer product knowledge of Apple smartphone in Manado. This research has
identified 2 variables of brand image and product knowledge Brand image is the perception of brand that
created in memory of consumer due to brand involvement. Product knowledge as a
perception consumers have towards certain products, including previous
experience of using the product. The population of this research is all the
customers that use Apple smartphone (iPhone) in Manado. The sample of this
research using Non probability sampling with 100 people have experience using
Apple smartphone in Manado. The result from this research Apple smartphone is needs
a periodic assessment about the performance of brand image and product
knowledge so the program that established always meets the customer’s
satisfaction in needs or expectation.
Keywords: brand image, product
knowledge, importance and performance analysis
Penulis: Eukaristia M Sanggor,
Sifrid S. Pangemanan, Farlane S. Rumokoy
Kode Jurnal: jpmanajemendd180231
