The Effect of Apple's Price Perception to Apple's Customer-Based Brand Equity and Apple's Customer-Based Brand Equity to Purchase Intention of iPad's Potential Customer Relating to Apple iPad Release

Hezron Banteng Aryawigati Saragih, Basu Swastha Dharmmestha, Prof, Dr., M.B.A.

2012 | Tesis | S2 Magister Manajemen

Penelitian ini meneliti mengenai akibat persepsi harga produk Apple terhadap Apple’s customer –based brand equity dan Apple’s customer-based brand equity terhadap pembelian iPad pada konsumen potensial terkait dengan peluncuran produk Apple iPad. Penelitian tersebut hendak melihat hubungan antara harga, minat pembelian dan customer-based brand equity terhadap produk Apple iPad. Tujuan dari penelitian ini adalah untuk melihat apakah ada hubungan antara harga produk Apple dan ekuitas merek dari Apple, melihat apakah ada hubungan antara customer-based brand equity dengan minat pembelian iPad. Tujuan yang terakhir adalah untuk melihat efek customer-based brand equity terhadap minat pembelian iPad. Data yang digunakan dalam penelitian ini adalah data primer, sedangkan metode yang digunakan adalah metode survey. Penelitian dimulai dengan pengumpulan referensi sebagai dasar teori penelitian dan untuk menyusun instrumen pengukuran (kuesioner), kemudian dilakukan pengumpulan data dari 120 responden yaitu calon potensial pengguna iPad. Penelitian dilanjutkan dengan uji validitas, reliabilitas dan pengujian hipotesis. Hasil dari penelitian ini menunjukkan bahwa harga produk Apple mempengaruhi customer-based brand equity dan customer-based brand equity mempengaruhi minat pembelian iPad.

The research examines an effect of Apple’s price perception to Apple’s customer-based brand equity and Apple’s customer-based brand equity to purchase intention of iPad’s potential customer relating to Apple iPad release. The research mentioned to find a relation between price, purchase intention and customer-based brand equity to Apple iPad. The purposes of this research is to see if there any relation between Apple’s price and Apple’s brand equity, to find if there any relation between customer-based brand equity to iPad’s purchase intention. The last purposes is to see the effect of customer-based brand equity to iPad’s purchase intention. The research used a primary data, while the methods used a survey methods. The research started by collected a reference as a research based theory and to develop the measurement instrument (questionnaire), and then collected data from 120 respondents, a potential candidates of iPad. The research continued by validity test, reliability test and hypotheses test. The result of this research found that the Apple’s price effect customerbased brand equity and customer-based brand equity effect the iPad’s purchase intention.

Kata Kunci : Apple, customer-based brand equity, iPad, minat pembelian, harga