The Influence of Brand Image and Brand Loyalty on Brand Equity on iPhone in iBox Indonesia (Case Study of Instagram Followers @iboxindonesia)
Abstract
Examining how iBox Indonesia customers' perceptions of the brand and their devotion to it affect the value of iPhone goods is the primary goal of this research. This study combined a quantitative approach with an associative research design for its methodology. One hundred individuals who were followers of @iboxindonesia on Instagram were polled to get the data. We used purposive sampling to get this sample. The suggested hypotheses were tested by data analysis utilizing the multiple linear regression approach. The results demonstrate that brand image and loyalty affect iPhone goods' brand equity. This is supported by an F-value of 18. 287, which surpasses the F-table value of 3.089. Some evidence suggests that brand image significantly affects brand equity, while brand loyalty does not seem to have any such effect. Based on these findings, it is clear that attracting consumers requires a concerted effort to boost brand loyalty, even while a favorable brand image — including impressions of great quality and inventive design — contributes to enhancing brand equity. This research offers valuable insights that will help the marketing management of iBox Indonesia develop better strategies to boost the value of their iPhone goods. Also included are suggestions for future studies, such as looking at other variables that might influence customer loyalty to a business.
Downloads
References
Aaker, David A. (1996). Building Strong Brands. New York: The Free Press.
Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). Sage publications.
Dick, A.S., dan K. Basu. (1994). “Customer Loyalty: Toward an Integrated Conceptual Framework”. Journal of The Academy Marketing Science, 22(2), 99-113.
Ghozali, I. (2019). Aplikasi analisis multivariate dengan program SPSS. Semarang: Badan Penerbit Universitas Diponegoro.
Hussein, A. (2020). Structural equation modeling: A guide to conducting and interpreting SEM using SPSS and AMOS. London: Routledge.
Keller, Kevin Lane, and Donald R. Lehmann. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. 4th ed. Upper Saddle River, NJ: Pearson.
Kotler, Philip dan Gary Armstrong. (2012). Principles Of Marketing, Edisi 14. New Jersey: Prentice-Hall Published.
Kotler, Philip dan Kevin Lane Keller. (2017). Manajemen Pemasaran, Edisi 13 Jilid 1 dan 2. Alih Bahasa: Bob Sabran. Jakarta: Erlangga.
Kotler, Philip, and Kevin Lane Keller. (2016). Marketing Management. 15th ed. Upper Saddle River, NJ: Pearson.
Sugiyono, P. (2016). Metode penelitian kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta.
Sugiyono. (2013). Metode Penelitian Pendidikan: Pendekatan Kuantitatif, Kualitatif, dan Kombinasi. Bandung: Alfabeta.
Tjiptono, F. (2008). Strategi pemasaran (edisi 4). Yogyakarta: Penerbit Andi.
Lestari, A. A. (2022). Pengaruh citra merek dan loyalitas merek terhadap ekuitas merek pada sabun muka Citra di kalangan mahasiswa di Kota Sungai Penuh. Jurnal Ekonomi Sakti (JES), 11(2), 82-92. https://jes.stie-sak.ac.id/index.php/103044/article/view/237
Islamia, V., & Trinada, O. (2023). Pengaruh citra merek dan loyalitas merek terhadap ekuitas merek susu cair dalam kemasan kotak Indomilk di Kota Padang. Jurnal Ekonomi dan Bisnis Universitas Bung Hatta, 25(2), 137-146. https://jsn.ppj.unp.ac.id/index.php/jsn/article/view/89
Priyankha, M. A., & Sulistyawati, L. (2023). The Influence Of Brand Image, Product Quality And Customer Satisfaction On Customer Loyalty In Ms Glow (Study On Upn "Veteran" East Java Fisip Students). Management Studies and Entrepreneurship Journal, 4(2), 2083-2090. https://journal.yrpipku.com/index.php/msej/article/view/1540/1151
Ramadhan, T. A., Nugraha, F. Y. P., & dkk. (2023). Pengaruh brand equity terhadap keputusan pembelian iphone pada mahasiswa Solo. Jurnal Manajemen dan Bisnis Universitas Slamet Riyadi, 23(1), 1-10. https://journal.stekom.ac.id/index.php/Bisnis/article/view/1178
Yudhistira, D., & Saggaf Shihab, M. (2023). The Influence of Brand Image and Brand Performance on the Brand Loyalty Uniqlo. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 6(2), 930-947. https://doi.org/10.31538/iijse.v6i2.3383
Zia, A., Younus, S., & Mirza, F. (2021). Investigating the impact of brand image and brand loyalty on brand equity: the mediating role of brand awareness. Journal of Business Research, 132, 1046-1055. https://www.ijicc.net/images/Vol_15/Iss_2/15273_Zia_2021_E1_R.pdf
Copyright (c) 2024 Joshua Manalu, Ety Dwi Susanti
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
