Determinants of Brand Image, Brand Awareness, and Brand Loyalty on Purchase Decisions for the iPhone 15 Smartphone in Kalimantan
Keywords:
Brand Awareness, Brand Image, Brand Loyalty, Purchase DecisionAbstract
The rapid and massive development of the smartphone industry has generated increasingly intense brand competition, particularly in Kalimantan, where digital penetration has grown significantly. This study aims to empirically examine the influence of brand image, brand awareness, and brand loyalty on consumers' purchase decisions for the iPhone 15 smartphone in the Kalimantan region. A quantitative approach with an explanatory research design was employed to identify causal relationships among the variables. Sampling was conducted using purposive random sampling based on the Malhotra formula, resulting in 120 respondents who were active iPhone 15 users. The data were analyzed using multiple linear regression. The findings show that brand image, brand awareness, and brand loyalty each have a positive and significant effect on purchase decisions, both partially and simultaneously. These findings confirm that a holistic brand development strategy, beginning with the formation of a strong brand image, followed by increased brand awareness and sustained customer loyalty, represents the main pillar encouraging consumers in Kalimantan to choose the iPhone 15 as their preferred device.
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