THE INFLUENCE OF BRAND PRESTIGE AND BRAND CREDIBILITY ON PURCHASE INTENTION OF APPLE IPHONE BY SAM RATULANGI UNIVERSITY STUDENTS

Abstract

The purpose of this research is to analyze the influence of brand prestige and brand credibility on purchase intention of Apple iPhone in an undergraduate student environment at the University of Sam Ratulangi. This research used quantitative method. 100 samples were collected with questionnaire distributed via social medias from undergraduate students in University of Sam Ratulangi. The result of this research shows that brand prestige(X₁) and brand credibility(X₂) have a positive and significant correlation with purchase intention(Y) partially and simultaneously. Multiple linear regression and 9 points Likert scale was used to help the data analysis in this research.

Keywords: Brand Prestige, brand credibility, purchase intention

Kata Kunci: Prestise merek, kredibilitas merek, niat beli