PENGARUH BRAND TRUST DAN BRAND ATTITUDE TERHADAP BRAND PREFERENCE PENGGUNA PRODUK APPLE DI KOTA MALANG

Trifena Jessica Mulyono(1*),


(1) 
(*) Corresponding Author

Abstract


Penelitian ini bertujuan untuk menganalisis pengaruh dari brand trust serta brand attitude terhadap brand preference pengguna produk elektronik Apple yang berdomisili di Kota Malang. Penelitian ini dilakukan dengan menggunakan pendekatan kuantitatif, yang dilakukan dengan menyebarkan kuesioner secara online melalui media google form. Data yang dikumpulkan melalui online survey mendapatkan sebanyak 100 responden yang merupakan pengguna produk elektronik Apple selama minimal 2 tahun dan berdomisili di Kota Malang. Data penelitian ini diolah menggunakan pendekatan persamaan model struktural dengan menggunakan Teknik Partial Least Square. Hasil dari penelitian ini membuktikan adanya pengaruh positif dari brand trust dan brand attitude terhadap brand preference pengguna produk Apple di Kota Malang.


Keywords


brand trust, brand attitude, brand preference, Apple

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