Analisis pengaruh faktor usability, product quality, user value terhadap brand equity melalui customer experience pada pengguna iphone x di Surabaya

Geovani, Wenny (2019) Analisis pengaruh faktor usability, product quality, user value terhadap brand equity melalui customer experience pada pengguna iphone x di Surabaya. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Teknologi Smartphone yang terus berkembang pesat menjadi nomor satu di dunia industry teknologi. Salah satu brand smartphone yang memiliki nilai pangsa pasar yang tinggi dan banyak di minati konsumen adalah iPhone. Pada tahun 2017 Apple memperkenalkan produk yang berbeda dari iPhone sebelumnya yaitu iPhone X, yang menandai satu periode yang berbeda di industri smartphone. iPhone X berbeda dengan iPhone lainnya karena memiliki desain yang populer yaitu berbingkai tipis biasa disebut “bezel-less” dengan layar jenis OLED yang berukuran 5.8 inci Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Usability, Product Quality, User Value terhadap Brand Equity melalui Customer Experience. Manfaat yang diharapkan dari penelitian ini adalah menambah khasanah ilmu pengetahuan di bidang manajemen khususnya seberapa besar pengaruh customer experience sehingga meningkatkan brand equity pada pengguna iPhone X di Surabaya Penelitian ini merupakan penelitian kausal. Metode penelitian yang digunakan adalah metode kuantitatif dengan pengolahan data menggunakan AMOS. Pengumpulan data dilakukan dengan penyebaran kuesioner kepada 120 responden dengan karakteristik responden pria dan wanita berumur 18-60 tahun, dan pernah menggunakan iPhone X dalam kurun waktu 1 tahun terakhir. Hasil penelitian menunjukkan bahwa Usability dengan koefisien regresi sebesar 0.441;Product Quality dengan koefisien regresi sebesar 0.249 dan User Value dengan koefisien regresi sebesar 0.418, secara positif dan signifikan mempengaruhi Customer Experience; dan Customer Experience dengan koefisien regresi sebesar 0.964 secara positif dan signifikan mempengaruhi Brand Equity / Technology smartphone that continues to grow rapidly to become number one in the technology industry’s world. iPhone is one of smartphone brands that has high value market share and high interest of consumers. In 2017, Apple introduced a different product from the previous iPhone, the iPhone X which chose a different period in the smartphone industry. The iPhone X is different from other iPhones because it has a popular design with thin fringes commonly called "bezel-less" with an OLED screen measuring 5.8 inches. The purpose of this study was to determine the effect of Usability, Product Quality , User Value of Brand Equity against Customer Experience. The expected benefits of this research is to increase the repertoire of knowledge in the field of management, especially how large the influence of Customer Experience so as to increase Brand Equity for iPhone X users in Surabaya. This study is causal. The method used is quantitative methods of processing the data using AMOS. Data was collected by distributing questionnaires to 120 respondents with the characteristics of male and female respondents aged 18-60 years, and has used iPhone X at least 1 year. The results showed that Usability with regression coefficient of 0.441; Product Quality with regression coefficient of 0.249, and User Value with regression coefficient of 0.418, positive and significantly affect Customer Experience; Customer Experience with regression coefficient of 0.964 positive and significantly affect Brand Equity

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