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The Effect of Brand Image, Brand Experience and Brand Loyalty
Towards Purchase Intention on Apple Smartphone in Makassar
William Sanjaya
1
Student of Master Management, Faculty of Economics and Business, Hasanuddin University
2
Faculty of Economics and Business
3
Faculty of Economics and Business
*
Correspondence author:
Abstract
This research aims to analyze the effect of brand image, brand experience, and brand loyalty towards
purchase intention on Apple smart phones in Makassar. The method used
method using multiple regression. The population in this research was Apple Smartphone users in Makassar;
the sample in this research was 100 people. Data collected using questionnaires. This study uses multiple
regression
analysis statistical tools; the hypothesis tested using F test (simultaneous) and t test (partial). The
results of this research showed that brand image has positive and significant effect on purchase intention,
brand experience has positive and significa
significant effect on purchase intention. Brand image, brand experience, and brand loyalty simultaneously
have a positive and significant effect on purchase intention.
Keywords :
brand image;
brand experience; brand loyalty; purchase intention
INTRODUCTION
There are
many smartphones brand exists
preference
in choosing smartphones. One well
as its smartphone product. In the 3rd quarter of 2019, Apple with 10.2% market share
decline in the global market share to the third
Huawei. Even though Apple has 10.2% of the
only under 6% and is outside the top 5 brands of the smartphone market share in Indonesia.
As reported by liputan6.com, one of the reasons smartphone users choose the iPhone is
because the brand looks
luxurious and premium. Likewise, as reported in The Asian Mobile
Consumer Decod
ed: Nielsen in Singapore (2013)
iimportant
smartphone selection criteria in Indonesia.
Brand image is an image or impression of a bran
When the brand image is positive, the brand becomes increasingly remembered by consumers and
can influence consumer purchases (Musay, 2013). For smartphone users, the experience can occur
when consumers use a smart
phone. It can generate interest for the next purchase because individuals
can already know and gain experience with the brand. Consumer's image and experience of a brand
can become trust in the brand that
lead
can be defined as a happy attitude towards a brand that is represented in purchases that are consistent
with the brand at all times. Purchase intention is the attitude that arises in response to it.
HJBS
Volume 2 No 3
DOI: http://doi.org/
10.26487/hjbs.v2i3.
The Effect of Brand Image, Brand Experience and Brand Loyalty
Towards Purchase Intention on Apple Smartphone in Makassar
William Sanjaya
1
*,
M
u
hammad Asdar
2
,
Abdul Razak Munir
3
Student of Master Management, Faculty of Economics and Business, Hasanuddin University
;
william_sanjaya@yahoo.com
Faculty of Economics and Business
, Hasanuddin University;
Masdar.ickn@gmail.com
Faculty of Economics and Business
, Hasanuddin University; arazak@fe.unhas.ac.id
Correspondence author:
william_sanjaya@yahoo.com
This research aims to analyze the effect of brand image, brand experience, and brand loyalty towards
purchase intention on Apple smart phones in Makassar. The method used
in this research is quantitative
method using multiple regression. The population in this research was Apple Smartphone users in Makassar;
the sample in this research was 100 people. Data collected using questionnaires. This study uses multiple
analysis statistical tools; the hypothesis tested using F test (simultaneous) and t test (partial). The
results of this research showed that brand image has positive and significant effect on purchase intention,
brand experience has positive and significa
nt effect on purchase intention, brand loyalty has positive and
significant effect on purchase intention. Brand image, brand experience, and brand loyalty simultaneously
have a positive and significant effect on purchase intention.
brand experience; brand loyalty; purchase intention
many smartphones brand exists
in the market that
make consumers
in choosing smartphones. One well
-
known brand in Indonesia is Apple
as its smartphone product. In the 3rd quarter of 2019, Apple with 10.2% market share
decline in the global market share to the third
-
largest position in the world, under Samsung and
Huawei. Even though Apple has 10.2% of the
global market share, the market share in Indonesia is
only under 6% and is outside the top 5 brands of the smartphone market share in Indonesia.
As reported by liputan6.com, one of the reasons smartphone users choose the iPhone is
luxurious and premium. Likewise, as reported in The Asian Mobile
ed: Nielsen in Singapore (2013)
revealed that the brand is one of the most
smartphone selection criteria in Indonesia.
Brand image is an image or impression of a bran
d that appears in the minds of consumers.
When the brand image is positive, the brand becomes increasingly remembered by consumers and
can influence consumer purchases (Musay, 2013). For smartphone users, the experience can occur
phone. It can generate interest for the next purchase because individuals
can already know and gain experience with the brand. Consumer's image and experience of a brand
lead
s to loyalty. According to Meta
Andriani (2017)
can be defined as a happy attitude towards a brand that is represented in purchases that are consistent
with the brand at all times. Purchase intention is the attitude that arises in response to it.
Volume 2 No 3
July 2020
10.26487/hjbs.v2i3.
350
63
The Effect of Brand Image, Brand Experience and Brand Loyalty
Towards Purchase Intention on Apple Smartphone in Makassar
william_sanjaya@yahoo.com
Masdar.ickn@gmail.com
This research aims to analyze the effect of brand image, brand experience, and brand loyalty towards
in this research is quantitative
method using multiple regression. The population in this research was Apple Smartphone users in Makassar;
the sample in this research was 100 people. Data collected using questionnaires. This study uses multiple
analysis statistical tools; the hypothesis tested using F test (simultaneous) and t test (partial). The
results of this research showed that brand image has positive and significant effect on purchase intention,
nt effect on purchase intention, brand loyalty has positive and
significant effect on purchase intention. Brand image, brand experience, and brand loyalty simultaneously
make consumers
having more
known brand in Indonesia is Apple
,
with the iPhone
as its smartphone product. In the 3rd quarter of 2019, Apple with 10.2% market share
,
experienced a
largest position in the world, under Samsung and
global market share, the market share in Indonesia is
only under 6% and is outside the top 5 brands of the smartphone market share in Indonesia.
As reported by liputan6.com, one of the reasons smartphone users choose the iPhone is
luxurious and premium. Likewise, as reported in The Asian Mobile
revealed that the brand is one of the most
d that appears in the minds of consumers.
When the brand image is positive, the brand becomes increasingly remembered by consumers and
can influence consumer purchases (Musay, 2013). For smartphone users, the experience can occur
phone. It can generate interest for the next purchase because individuals
can already know and gain experience with the brand. Consumer's image and experience of a brand
Andriani (2017)
brand loyalty
can be defined as a happy attitude towards a brand that is represented in purchases that are consistent
with the brand at all times. Purchase intention is the attitude that arises in response to it.
LITERATURE REVIEW
Brand
American
Marketing Association in
symbol, or design, or a combination of them, intended to identify the goods or services of one seller
or group of sellers and to differentiate them from those of competitors.”
Brand Image
Brand image is a vision and trust that is hidden in the minds of consumers, as a reflection of
the association that is retained in consumers' memories (Kotler, 2006
(1991, 2009)
that brand image is a group of brand
the minds of consumers.
Brand Experience
Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral
responses evoked by brand-
related stimuli that are part of a brand's design
communications, and environments. Brand experience begins when consumers search, buy, receive
services, and consume or using the products. Brand experience can be experienced directly when
consumers consume and buy products (
Brand Loyalty
According to Aaker (
2009), brand loyalty shows a consistent buying pattern towards a
particular brand over time and also a pleasant attitude towards the brand. According to
Andriani (2017), brand loyalty can be defined as a
in purchases that are consistent with the brand at all times. Purchase intention is the attitude that
arises in response to it.
Purchase Intention
Purchase intention is consumer's self
relevant actions such as proposing, recommending, choosing, and finally making a d
make a purchase
(Luh Nisa Ditriami, 2014).
Conceptual Model
Figure 1
RESEARCH METHOD
Research Time and Location
The research was conducted in Makassar City, South Sulawesi. The time needed in this
researchwasone month from May to June 2020.
HJBS
Volume 2 No 3
DOI: http://doi.org/
10.26487/hjbs.v2i3.
Marketing Association in
(Kotler
, 2016) define brand as “a name, term, sign,
symbol, or design, or a combination of them, intended to identify the goods or services of one seller
or group of sellers and to differentiate them from those of competitors.”
Brand image is a vision and trust that is hidden in the minds of consumers, as a reflection of
the association that is retained in consumers' memories (Kotler, 2006
; 2009; 2016
that brand image is a group of brand
associations that are formed and are embedded in
Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral
related stimuli that are part of a brand's design
and identity, packaging,
communications, and environments. Brand experience begins when consumers search, buy, receive
services, and consume or using the products. Brand experience can be experienced directly when
consumers consume and buy products (
Brakus, 2009).
2009), brand loyalty shows a consistent buying pattern towards a
particular brand over time and also a pleasant attitude towards the brand. According to
Andriani (2017), brand loyalty can be defined as a
happy attitude towards a brand that is represented
in purchases that are consistent with the brand at all times. Purchase intention is the attitude that
Purchase intention is consumer's self
-instruction to
purchase a product, make a plan, take
relevant actions such as proposing, recommending, choosing, and finally making a d
(Luh Nisa Ditriami, 2014).
Figure 1
: The Conceptual Model
The research was conducted in Makassar City, South Sulawesi. The time needed in this
researchwasone month from May to June 2020.
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July 2020
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64
, 2016) define brand as “a name, term, sign,
symbol, or design, or a combination of them, intended to identify the goods or services of one seller
Brand image is a vision and trust that is hidden in the minds of consumers, as a reflection of
; 2009; 2016
). Then,
Aaker
associations that are formed and are embedded in
Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral
and identity, packaging,
communications, and environments. Brand experience begins when consumers search, buy, receive
services, and consume or using the products. Brand experience can be experienced directly when
2009), brand loyalty shows a consistent buying pattern towards a
particular brand over time and also a pleasant attitude towards the brand. According to
Meta
happy attitude towards a brand that is represented
in purchases that are consistent with the brand at all times. Purchase intention is the attitude that
purchase a product, make a plan, take
relevant actions such as proposing, recommending, choosing, and finally making a d
ecision to
The research was conducted in Makassar City, South Sulawesi. The time needed in this
Data Collection Method
Data collected using questionnaires by collecting answers from respondents
structured questions. Furthermore, respondents who had filled out the questionnaire were then
identified based on their age, gender, occupation, income/allowance per month, and usage time of
Apple smartphones.
Data Analysis Method
The data analy
sis technique used in this research is quantitative descriptive, which describes
the effect of brand image, brand experience and brand loyalty towards purchase intention on Apple
smartphones in Makassar.This research uses validity test, realibility test, m
statistical tool, the hypothesis tested using F test (simultaneous) and t test (partial), and detemination
coefficient.
EMPIRICAL RESULTS
Characteristics of Respondents
Research data obtained by distributing questionnaires directly to respondents who are willing
to fill out a list of statements that have been presented in the form of questionnaires. The sampling
technique is purposive sampling technique. The sample in thi
residing in Makassar. The population in this study is unknown. The total samples in this study were
100 respondents. Required minimum sample is obtained using unknown population formula. The
characteristics of the res
pondents observed in this study will be described based on age, gender,
occupation, income/allowance per month and usage time of Apple
Characteristics of Main Variables
Based on the respondent’s responses, analysis has been done to find out
responses to research variables which is brand image (X
and purchase intention (Y). It will be described separately and calculated based on respondent’s
responses to each statement which is strongl
strongly agree (SA).
Table 1.
Statement
SD
Statement 1 0
Statement 2 0
Statement 3 0
Statement 4 0
Statement 5 0
Average Score
Source : Primary Data Processed
Based on table 1, the average score of respondents' responses to the
the brand image (X
1
) is 471. Based on these results, respondents perceive the brand image variable
(X
1
) as very high.
Table 2.
Brand Experience Variable Frequency (X
Statement SD
Statement 1 0
Statement 2 0
Statement 3
0
Statement 4 0
Statement 5 0
Average Score
Source : Primary Data Processed
HJBS
Volume 2 No 3
DOI: http://doi.org/
10.26487/hjbs.v2i3.
Data collected using questionnaires by collecting answers from respondents
structured questions. Furthermore, respondents who had filled out the questionnaire were then
identified based on their age, gender, occupation, income/allowance per month, and usage time of
sis technique used in this research is quantitative descriptive, which describes
the effect of brand image, brand experience and brand loyalty towards purchase intention on Apple
smartphones in Makassar.This research uses validity test, realibility test, m
ultiple regression analysis
statistical tool, the hypothesis tested using F test (simultaneous) and t test (partial), and detemination
Research data obtained by distributing questionnaires directly to respondents who are willing
to fill out a list of statements that have been presented in the form of questionnaires. The sampling
technique is purposive sampling technique. The sample in thi
s research must be using an iPhone and
residing in Makassar. The population in this study is unknown. The total samples in this study were
100 respondents. Required minimum sample is obtained using unknown population formula. The
pondents observed in this study will be described based on age, gender,
occupation, income/allowance per month and usage time of Apple
smart phones.
Characteristics of Main Variables
Based on the respondent’s responses, analysis has been done to find out
responses to research variables which is brand image (X
1
), brand experience (X
2
), brand loyalty (X
and purchase intention (Y). It will be described separately and calculated based on respondent’s
responses to each statement which is strongl
y disagree (SA), disagree (D), neutral (N), agree (A),
Brand Image Variable Frequency (X
1
)
Answer Frequency
SD
D N A SA Score
0 0 6 94 494
0 9 16 75 466
0 0 39 61 461
0 0 26 74 474
0 10 21 69 459
Average Score
471
Based on table 1, the average score of respondents' responses to the
five statements related to
) is 471. Based on these results, respondents perceive the brand image variable
Brand Experience Variable Frequency (X
2
)
Answer Frequency
D N A SA Score
0 1 35 64 463
0 8 37 55 447
0
0
43
57
457
0 2 37 61 459
0 8 45 47 439
Average Score
453
Volume 2 No 3
July 2020
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350
65
Data collected using questionnaires by collecting answers from respondents
through
structured questions. Furthermore, respondents who had filled out the questionnaire were then
identified based on their age, gender, occupation, income/allowance per month, and usage time of
sis technique used in this research is quantitative descriptive, which describes
the effect of brand image, brand experience and brand loyalty towards purchase intention on Apple
ultiple regression analysis
statistical tool, the hypothesis tested using F test (simultaneous) and t test (partial), and detemination
Research data obtained by distributing questionnaires directly to respondents who are willing
to fill out a list of statements that have been presented in the form of questionnaires. The sampling
s research must be using an iPhone and
residing in Makassar. The population in this study is unknown. The total samples in this study were
100 respondents. Required minimum sample is obtained using unknown population formula. The
pondents observed in this study will be described based on age, gender,
Based on the respondent’s responses, analysis has been done to find out
respondent’s
), brand loyalty (X
3
)
and purchase intention (Y). It will be described separately and calculated based on respondent’s
y disagree (SA), disagree (D), neutral (N), agree (A),
Categories
Very High
Very High
Very High
Very High
Very High
Very High
five statements related to
) is 471. Based on these results, respondents perceive the brand image variable
Categories
Very High
Very High
Very High
Very High
Very High
Very High
Based on table 2, the average score of respondents' responses to the five statements related
to the brand experience (X
2
) is 453. Based on these results, respondents perceive the brand
experience variable (X
2
) as very high
Table 3.
Brand Loyalty Variable Frequency (X
Statement
SD
Statement 1 0
Statement 2 0
Statement 3 0
Statement 4
0
Statement 5 0
Average Score
Source : Primary Data Processed
Based on table 3, the average score of respondents' responses to the five statements related to
the brand loyalty (X
3
) is 453. Based on these
(X
3
) as very high.
Table 4.
Purchase Intention
Statement
SD
Statement 1 0
Statement 2 0
Statement 3 0
Statement 4 0
Average Score
Source : Primary Data Processed
Based on table 4, the average score of respondents' responses to the four statements related to
the
purchase intention (Y) is 458. Based on these results, respondents perceive the purchase intention
variable (Y) as very high.
Validity and Reliability Test
Research using an instrument such as a questionnaire requires measurement with the
instrument's
validity and reliability. An instrument can be good if it meets several criteria such as
validity and reliability, for that an instrument must be carried out two tests (Umar, 2000: 176)
Validity Test
Variable
Indicator
Brand Image
(X1)
X1.1
X1.2
X1.3
X1.4
X1.5
Brand Experience
(X2)
X2.1
X2.2
X2.3
X2.4
X2.5
Brand Loyalty
(X3)
X3.1
X3.2
X3.3
X3.4
X3.5
Purchase Intention
(Y)
Y.1
Y.2
Y.3
Y.4
Source : Primary Data Processed
HJBS
Volume 2 No 3
DOI: http://doi.org/
10.26487/hjbs.v2i3.
Based on table 2, the average score of respondents' responses to the five statements related
) is 453. Based on these results, respondents perceive the brand
) as very high
.
Brand Loyalty Variable Frequency (X
3
)
Answer Frequency
SD
D N A SA Score
0 3 52 45 441
0 26 55 19 393
1 7 44 48 439
0
10
43
47
437
0 0 42 58 458
Average Score
434
Based on table 3, the average score of respondents' responses to the five statements related to
) is 453. Based on these
results, respondents perceive the brand loyalty variable
Purchase Intention
Variable Frequency (Y)
Answer Frequency
SD
D
N
A
SA
Score
0 0 43 57 457
0 0 32 68 468
0 0 46 54 454
0 5 35 60 455
Average Score
458
Based on table 4, the average score of respondents' responses to the four statements related to
purchase intention (Y) is 458. Based on these results, respondents perceive the purchase intention
Research using an instrument such as a questionnaire requires measurement with the
validity and reliability. An instrument can be good if it meets several criteria such as
validity and reliability, for that an instrument must be carried out two tests (Umar, 2000: 176)
Table 5. Validity Test
Corrected
Item
-
Total Correlation
Minimal r
0,641 0,3
0,792 0,3
0,587 0,3
0,382 0,3
0,640 0,3
0,686 0,3
0,631
0,3
0,622 0,3
0,597 0,3
0,633 0,3
0,690 0,3
0,575
0,3
0,342 0,3
0,380 0,3
0,437 0,3
0,727 0,3
0,448 0,3
0,556 0,3
0,598
0,3
Volume 2 No 3
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66
Based on table 2, the average score of respondents' responses to the five statements related
) is 453. Based on these results, respondents perceive the brand
Categories
Very High
High
Very High
Very
High
Very High
Very High
Based on table 3, the average score of respondents' responses to the five statements related to
results, respondents perceive the brand loyalty variable
Categories
Very High
Very High
Very High
Very High
Very High
Based on table 4, the average score of respondents' responses to the four statements related to
purchase intention (Y) is 458. Based on these results, respondents perceive the purchase intention
Research using an instrument such as a questionnaire requires measurement with the
validity and reliability. An instrument can be good if it meets several criteria such as
validity and reliability, for that an instrument must be carried out two tests (Umar, 2000: 176)
Information
Valid
Valid
Valid
Valid
Valid
Valid
Valid
Valid
Valid
Valid
Valid
Valid
Valid
Valid
Valid
Valid
Valid
Valid
Valid
Based on the validity test using SPSS version 24, it shows that all questions have a corrected
item-
total correlation value of more than 0,3, so that it can be concluded that each
the questionnaire is valid and can measure the effect of brand image (X1), brand experience (X2),
brand loyalty (X3) and purchase intention (Y). Therefore, the whole question items can be used for
further data collection.
Reliability Test
Variable Indicator
Brand Image
(X1)
X1.1
X1.2
X1.3
X1.4
X1.5
Brand Experience
(X2)
X2.1
X2.2
X2.3
X2.4
X2.5
Brand Loyalty
(X3)
X3.1
X3.2
X3.3
X3.4
X3.5
Purchase Intention
(Y)
Y.1
Y.2
Y.3
Y.4
Source : Primary Data Processed
Based on the reliability test, showed that all variables
than 0,7, so that it can be concluded that the instrument is reliable. Each question item in the
questionnaire is consistent in measuring brand image variables (X1), brand experience (X2), brand
loyalty (X3), and purchas
e intention (Y) so that it can be used for further data collection.
Findings
Goodness of Fit Model
Model
Sum of Squares
1 Regression
Residual
Total
a. Dependent Variable: Purchase Intention
b. Predictors: (Constant), Brand Loyalty, Brand Experience, Brand Image
Source : Primary Data Processed
Based on the test results, F is 55
value is smaller than 0,05 (0,
000<0
hypothesis that states
"brand image, brand experience and brand loyalty simultaneously have a
positive and significant effect
towards purchase intention of
accepted
Multiple Linear Regression Analysis
Hypothesis testing in this study aims to prove the effect of brand image (X
experience (X
2
), brand loyalty (X
3
) on the dependent variable
phones
. Analysis of the data used for hypothesis testing in this study is the multiple linear regression
analysis. Calculation of multiple linear regression analysis is performed using the SPSS 24.0 for
Windows.
The results of multiple linear regression te
HJBS
Volume 2 No 3
DOI: http://doi.org/
10.26487/hjbs.v2i3.
Based on the validity test using SPSS version 24, it shows that all questions have a corrected
total correlation value of more than 0,3, so that it can be concluded that each
the questionnaire is valid and can measure the effect of brand image (X1), brand experience (X2),
brand loyalty (X3) and purchase intention (Y). Therefore, the whole question items can be used for
Table 6. Reliability Test
Cronbach’s Alpha Reliability Standard
0,783 0,7
0,825 0,7
0,713 0,7
0,775 0,7
Based on the reliability test, showed that all variables
have Cronbach's Alpha value of more
than 0,7, so that it can be concluded that the instrument is reliable. Each question item in the
questionnaire is consistent in measuring brand image variables (X1), brand experience (X2), brand
e intention (Y) so that it can be used for further data collection.
Tabel 7. F Test Results
Sum of Squares
df Mean Square F
8,036
3
2,679
55,693
4,617
96
,048
12,652
99
b. Predictors: (Constant), Brand Loyalty, Brand Experience, Brand Image
Based on the test results, F is 55
,
693, with a significance of 0,000. Because the significance
000<0
,05) and F > F
table
(55,693>2,
70), it can be concluded that the
"brand image, brand experience and brand loyalty simultaneously have a
towards purchase intention of
Apple smar
tphone in Makassar" is
Multiple Linear Regression Analysis
Hypothesis testing in this study aims to prove the effect of brand image (X
) on the dependent variable
purchase intention (Y) of Apple
. Analysis of the data used for hypothesis testing in this study is the multiple linear regression
analysis. Calculation of multiple linear regression analysis is performed using the SPSS 24.0 for
The results of multiple linear regression te
sts in this study can be seen in the following
Volume 2 No 3
July 2020
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350
67
Based on the validity test using SPSS version 24, it shows that all questions have a corrected
total correlation value of more than 0,3, so that it can be concluded that each
question item in
the questionnaire is valid and can measure the effect of brand image (X1), brand experience (X2),
brand loyalty (X3) and purchase intention (Y). Therefore, the whole question items can be used for
Information
Reliable
Reliable
Reliable
Reliable
have Cronbach's Alpha value of more
than 0,7, so that it can be concluded that the instrument is reliable. Each question item in the
questionnaire is consistent in measuring brand image variables (X1), brand experience (X2), brand
e intention (Y) so that it can be used for further data collection.
Sig.
55,693
,000
b
693, with a significance of 0,000. Because the significance
70), it can be concluded that the
"brand image, brand experience and brand loyalty simultaneously have a
tphone in Makassar" is
Hypothesis testing in this study aims to prove the effect of brand image (X
1
), brand
purchase intention (Y) of Apple
smart
. Analysis of the data used for hypothesis testing in this study is the multiple linear regression
analysis. Calculation of multiple linear regression analysis is performed using the SPSS 24.0 for
sts in this study can be seen in the following
table:
Table
8
Model
Unstandardized Coefficients
B
1 (Constant)
,695
Brand Image
,227
Brand Experience
,144
Brand Loyalty
,499
a. Dependent Variable: Purchase Intention
Source : Primary Data Processed
Based on table 8
, the coefficient of Brand Image (X1) is 0,227, Brand Experience
0,144, Brand Loyalty (X3) is 0,499. Therefore, the regression equation in this study is Y = 0,695 +
0,227X
1
+ 0,144X
2
+ 0,499X
3
.
Partial Test(t test
)
Basically, the t-
test shows how far the influence of one independent variable individually
explains the dependent variable (Ghozali, 2013).
Variable
Brand Image (X1)
Brand Experience (X2)
Brand Loyalty (X3)
Source : Primary Data Processed
1) Brand Image (X
1
)
The t
test results for the brand image variable obtained t value of 2,783 with a significance value
of 0,006 smaller than 0,05 (0,006<0,05), and the regression coefficient has a positive value of
0,227, then the hypothesis that states
the purchase intention (Y) of Apple
2) Brand Experience (X
2
)
The t test results for the brand experience variable obtained t value of 2,294 with a significance
value of 0,024 smaller than 0,05 (0,024<
of 0,144, then the hypothesis that states "brand experience (X2) has a positive and significant
effect on the purchase intention (Y) of Apple
3) Brand Loyalty (X
3
)
The t tes
t results for the brand loyalty variable obtained t value of 7,227 with a significance
value of 0,000 less than 0,05 (0,000<0,05), and the regression coefficient has a positive value of
0,499, then the hypothesis that states "brand loyalty (X3) has a posit
the purchase intention (Y) of Apple
Determination Coefficient
(
Adjusted R
The determination coefficient test using SPSS software results can be seen in the following
table:
Model R
R Square
1 ,797
a
a. Predictors: (Constant), Brand Loyalty, Brand Experience, Brand Image
Source : Primary Data Processed
The test results show that the coefficient of
obtained a value of 0,624. These results show that purchase intention is influenced by brand image,
brand experience, and brand loyalty variable by 62.4%, while the remaining 37.6% is influenced by
other factors n
ot included in this study.
HJBS
Volume 2 No 3
DOI: http://doi.org/
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8
. Multiple Linear Regression Results
Unstandardized Coefficients
Standardized Coefficients
t
Std. Error Beta
,695
,362
1,920
,227
,082
,211
2,783
,144
,063
,155
2,294
,499
,069
,577
7,227
, the coefficient of Brand Image (X1) is 0,227, Brand Experience
0,144, Brand Loyalty (X3) is 0,499. Therefore, the regression equation in this study is Y = 0,695 +
test shows how far the influence of one independent variable individually
explains the dependent variable (Ghozali, 2013).
Tabel 9. Hasil Analisis Data Regresi
T
2,783
2,294
7,227
test results for the brand image variable obtained t value of 2,783 with a significance value
of 0,006 smaller than 0,05 (0,006<0,05), and the regression coefficient has a positive value of
0,227, then the hypothesis that states
“brand image (X1) has a pos
itive and significant effect on
the purchase intention (Y) of Apple
smart phones” is accepted.
The t test results for the brand experience variable obtained t value of 2,294 with a significance
value of 0,024 smaller than 0,05 (0,024<
0,05), and the regression coefficient has a positive value
of 0,144, then the hypothesis that states "brand experience (X2) has a positive and significant
effect on the purchase intention (Y) of Apple
smart phones” is accepted.
t results for the brand loyalty variable obtained t value of 7,227 with a significance
value of 0,000 less than 0,05 (0,000<0,05), and the regression coefficient has a positive value of
0,499, then the hypothesis that states "brand loyalty (X3) has a posit
ive and significant effect on
the purchase intention (Y) of Apple
smart phones” is accepted.
Adjusted R
2
)
The determination coefficient test using SPSS software results can be seen in the following
Table 10. Adjusted R
2
Model Summary
R Square
Adjusted R Square
Std. Error of the Estimate
,635
,624
a. Predictors: (Constant), Brand Loyalty, Brand Experience, Brand Image
The test results show that the coefficient of
determination of Adjusted R
obtained a value of 0,624. These results show that purchase intention is influenced by brand image,
brand experience, and brand loyalty variable by 62.4%, while the remaining 37.6% is influenced by
ot included in this study.
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68
Sig.
1,920
,058
2,783
,006
2,294
,024
7,227
,000
, the coefficient of Brand Image (X1) is 0,227, Brand Experience
(X2) is
0,144, Brand Loyalty (X3) is 0,499. Therefore, the regression equation in this study is Y = 0,695 +
test shows how far the influence of one independent variable individually
Sig.
0,006
0,024
0,000
test results for the brand image variable obtained t value of 2,783 with a significance value
of 0,006 smaller than 0,05 (0,006<0,05), and the regression coefficient has a positive value of
itive and significant effect on
The t test results for the brand experience variable obtained t value of 2,294 with a significance
0,05), and the regression coefficient has a positive value
of 0,144, then the hypothesis that states "brand experience (X2) has a positive and significant
t results for the brand loyalty variable obtained t value of 7,227 with a significance
value of 0,000 less than 0,05 (0,000<0,05), and the regression coefficient has a positive value of
ive and significant effect on
The determination coefficient test using SPSS software results can be seen in the following
Std. Error of the Estimate
,21930
determination of Adjusted R
2
in this study
obtained a value of 0,624. These results show that purchase intention is influenced by brand image,
brand experience, and brand loyalty variable by 62.4%, while the remaining 37.6% is influenced by
Hypothesis Test
Based on the results of hypothesis testing, the results are described in the following table:
Hypothesis
H
1
Brand Image has a positive and significant effect on Purchase
H
2
Brand Experience has a positive and significant effect on Purchase Intention
H
3
Brand Loyalty has a positive and significant effect on Purchase Intention
H4 Brand Image, Brand
Experience, Brand Loyalty simultaneously have positive and
significant effect on Purchase Intention
Source : Primary Data Processed
DISCUSSION
Brand Image influences Purchase Intention
The results of this research showed that the
with a significance value of 0,006 smaller than 0,05 (0,006<0,05), and the regression coefficient has
a positive value of 0,227. T
he finding is line with
image (X
1
) has a positive and significant effect on Apple
Makassar".
This shows that consumer purchase intention will increase along with increasing brand
image perceived by consumers towards Apple.
These results are in line w
ith the theory by Musay (2013). When a brand has a positive
image, the brand becomes increasingly remembered by consumers and can influence consumer
purchases.
The results of this research support the results of previous research conducted by Hutami
(2016), Vernando & Rubiyatno
(2018
effect on purchase intention. However, these research results are contrary to the results of a previous
research conducted by
Parenkuan, Tumble and Wenas
variable had a negative effect on the purchase intention of Head & Shoulders shampoo products.
This may show that there are also products where consumers do not consider the brand image to
make a purchase.
Brand Experience
influences Purchase Intention
Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral
responses evoked by brand-
related stimuli that are part of a brand's design and identity, packaging,
communications, and environments. Bran
services, and consume or using the products. Brand experience can be experienced directly when
consumers co
nsume and buy products (Brakus,
The results of this research showed that the brand exp
2,294 with a significance value of 0,024 smaller than 0,05 (0,024<0,05), and the regression
coefficient has positive value of 0,144. This research succeeded in proving the second hypothesis
stating that "brand experience (X
2
purchase intentions (Y) in Makassar".
along with increasing brand experience perceived by consumers towards Apple.
The results of this research support the results of previous research conducted by
(2013),
which showed that the brand experience variable has a positive effect on purchase intention.
Brand Loyalty influences Purchase Intention
According to Andrian
i (2017), brand loyalty can be defined as a happy attitude towards a
brand that is represented in purchases that are consistent with the brand at all times. Purchase
intention is the attitude that arises in response to it.
(Wijaya, 2011).
The results of this research showed that the brand loyalty variable obtained t value of 7,227 with a
significance value of 0,000 smaller than 0,05 (0,000<0,05), and the regression coefficient has
HJBS
Volume 2 No 3
DOI: http://doi.org/
10.26487/hjbs.v2i3.
Based on the results of hypothesis testing, the results are described in the following table:
Table 11. Hypothesis Test
Conclusions
Brand Image has a positive and significant effect on Purchase
Intention
Hypothesis
Brand Experience has a positive and significant effect on Purchase Intention
Hypothesis Accepted
Brand Loyalty has a positive and significant effect on Purchase Intention
Hypothesis Accepted
Experience, Brand Loyalty simultaneously have positive and
significant effect on Purchase Intention
Hypothesis Accepted
Brand Image influences Purchase Intention
The results of this research showed that the
brand image variable obtained t value of 2,783
with a significance value of 0,006 smaller than 0,05 (0,006<0,05), and the regression coefficient has
he finding is line with
the formulated
hypothesis stating that "brand
) has a positive and significant effect on Apple
smart phone
purchase intentions (Y) in
This shows that consumer purchase intention will increase along with increasing brand
image perceived by consumers towards Apple.
ith the theory by Musay (2013). When a brand has a positive
image, the brand becomes increasingly remembered by consumers and can influence consumer
The results of this research support the results of previous research conducted by Hutami
(2018
)
which showed that the brand image variable has a positive
effect on purchase intention. However, these research results are contrary to the results of a previous
Parenkuan, Tumble and Wenas
(2014), which
showed that the brand image
variable had a negative effect on the purchase intention of Head & Shoulders shampoo products.
This may show that there are also products where consumers do not consider the brand image to
influences Purchase Intention
Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral
related stimuli that are part of a brand's design and identity, packaging,
communications, and environments. Bran
d experience begins when consumers search, buy, receive
services, and consume or using the products. Brand experience can be experienced directly when
nsume and buy products (Brakus,
2009).
The results of this research showed that the brand exp
erience variable obtained t value of
2,294 with a significance value of 0,024 smaller than 0,05 (0,024<0,05), and the regression
coefficient has positive value of 0,144. This research succeeded in proving the second hypothesis
2
) has a positive and significant effect on Apple
purchase intentions (Y) in Makassar".
This shows that consumer purchase intention will increase
along with increasing brand experience perceived by consumers towards Apple.
The results of this research support the results of previous research conducted by
which showed that the brand experience variable has a positive effect on purchase intention.
Brand Loyalty influences Purchase Intention
i (2017), brand loyalty can be defined as a happy attitude towards a
brand that is represented in purchases that are consistent with the brand at all times. Purchase
intention is the attitude that arises in response to it.
Purchase intention is also re-
pur
The results of this research showed that the brand loyalty variable obtained t value of 7,227 with a
significance value of 0,000 smaller than 0,05 (0,000<0,05), and the regression coefficient has
Volume 2 No 3
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69
Based on the results of hypothesis testing, the results are described in the following table:
Conclusions
Hypothesis
Accepted
Hypothesis Accepted
Hypothesis Accepted
Hypothesis Accepted
brand image variable obtained t value of 2,783
with a significance value of 0,006 smaller than 0,05 (0,006<0,05), and the regression coefficient has
hypothesis stating that "brand
purchase intentions (Y) in
This shows that consumer purchase intention will increase along with increasing brand
ith the theory by Musay (2013). When a brand has a positive
image, the brand becomes increasingly remembered by consumers and can influence consumer
The results of this research support the results of previous research conducted by Hutami
which showed that the brand image variable has a positive
effect on purchase intention. However, these research results are contrary to the results of a previous
showed that the brand image
variable had a negative effect on the purchase intention of Head & Shoulders shampoo products.
This may show that there are also products where consumers do not consider the brand image to
Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral
related stimuli that are part of a brand's design and identity, packaging,
d experience begins when consumers search, buy, receive
services, and consume or using the products. Brand experience can be experienced directly when
erience variable obtained t value of
2,294 with a significance value of 0,024 smaller than 0,05 (0,024<0,05), and the regression
coefficient has positive value of 0,144. This research succeeded in proving the second hypothesis
) has a positive and significant effect on Apple
smart phone
This shows that consumer purchase intention will increase
The results of this research support the results of previous research conducted by
Siregar
which showed that the brand experience variable has a positive effect on purchase intention.
i (2017), brand loyalty can be defined as a happy attitude towards a
brand that is represented in purchases that are consistent with the brand at all times. Purchase
pur
chase intention
The results of this research showed that the brand loyalty variable obtained t value of 7,227 with a
significance value of 0,000 smaller than 0,05 (0,000<0,05), and the regression coefficient has
positive value of 0,499. Thi
s research succeeded in proving the third hypothesis stating that "brand
loyalty (X
3
) has a positive and significant effect on Apple
Makassar".
This shows that consumer purchase intention will increase along with incr
loyalty by consumers towards Apple.
The result of this research supports the results of previous research conducted by
Semuel
(2018), which showed that the brand loyalty variable has a positive effect on purchase
intention.
Brand Image,
Brand Experience and Brand Loyalty simultaneously influences Purchase Intention
Based on the test results, F is 55
value is smaller than 0,05 (0,
000<0
research succeeded in proving the fourth
brand loyalty simultaneously have positive
smartphone in Makassar".
The test resul
ts show that the coefficient of determination (Adjusted R
obtained a value of 0,624. These results show that purchase intention is influenced by brand image,
brand experience, and brand loyalty variable by 62.4%, while the remaining 37.6
other factors not included in this study. There results also show that brand image, brand experience,
and brand loyalty greatly affect purchase intention of Apple
CONCLUSION
Based on the results of research and
image
, brand experience, and brand loyalty
intention.
Those three main variables contribute to have simultaneous
on purchase intention.
In the next research,
broader range of research locations and increase the number of respondents.
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Volume 2 No 3
DOI: http://doi.org/
10.26487/hjbs.v2i3.
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and significant effect on
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obtained a value of 0,624. These results show that purchase intention is influenced by brand image,
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% is influenced by
other factors not included in this study. There results also show that brand image, brand experience,
and brand loyalty greatly affect purchase intention of Apple
smart phone
in Makassar.
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t
, brand experience, and brand loyalty
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Apple
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