THE IMPACT OF IPHONE’s BRAND IMAGE TOWARDS CUSTOMER PURCHASE BEHAVIOR AMONG PRESIDENT UNIVERSITY STUDENTS

Abstract

Purpose This research aims to find whether brand communication influences brand image, brand communication influences brand trust, brand image influences brand trust and also to find out whether brand trust influences brand equity. Design/methodology/approach Quantitative research was conducted by using primary data by spreading questionnaire to President University students with total of 152 respondents. The questionnaire was validated through validity and reliability test, resulted 22 Questions were valid and reliable to be used analyzed. Validity was ranging 0.808-0.891 and reliability was ranging 0.881-0.916. The demographic asked were batch, gender, age and monthly expenses. Structural Equation Modeling (SEM) was used to test the theoretical framework and hypothesis of this research. Findings This research resulted that brand communication significantly influences brand image, brand communication did not influence brand trust, brand image significantly influences brand trust and also brand trust positively influences to the brand equity. Originality/value This is the first study in President University about the impact of iPhone’s brand image towards customer purchase behavior. In addition, most of research papers about brand communication, brand image, brand trust and brand equity showed same result which is positive influence among the hypothesis. The researcher wants to find out whether brand communication influences brand image, brand communication influences brand trust, brand image influences brand trust and brand trust influences brand equity among iPhone users in President University.