ANALISA PENGARUH ANTARA EKUITAS MEREK, KEPUASAN KONSUMEN, RESONANSI MEREK, TERHADAP MINAT PEMBELIAN KEMBALI DALAM PRODUK APPLE

Abstract

Nowadays business competition are getting higher because of all companies are competing one to another tightly. The effect of customer satisfaction, brand equity, and brand resonance on a brand becomes one of the key to the success of a company.The company trying to increase customer satisfaction in order to make customers feel satisfied. Customer satisfaction, brand equity and brand resonance are the main factors that can construct the customer repurchase intention of a brand. Which is, if the company have been able to reach consumers with all these three things , the consumer will be able to conduct the purchase that recurs and being subscribed with a brand . The respondents of this research are Apple product users in Yogyakarta. The number of samples in this research is 209 respondents using convinience sampling technique and the technique of this research analysis using Structural Equation Modeling (SEM) with Lisrel 8.80 program. The results of this study indicate that brand equity has a significant positive effect on brand Resonance and Customer Satisfaction, also Brand Resonance in this study shows that it has a significant positive effect on Repurchase Intention. However, Customer Satisfaction and Brand Equity have no significant positive effect on Brand Resonance and Repurchase Intention. Limitations of this study include the existence subjective process, due to the Brand Equity, Customer Satisfaction, Brand Resonance and Repurchase Intention is perceived by the individual. Given the study was not conducted on a particular category, the results of this research are general and do not necessarily represent all users of the Apple's product in Yogyakarta. Besides this research is only done by one individual, so it is the possibility of consumers that based on their evaluation of the final experience in using Apple's product and it is not based on their perception.