Pengaruh Brand Experience dan Brand Image Terhadap Keinginan Konsumen untuk Membayar Harga Premium pada Pembeli iPhone di Wilayah Jawa Timur. (The Effect of Brand Experience and Brand Image on Consumer Desire to Pay Premium Prices for iPhone Buyers in the East Java Region).

Putri, Dwi (2024) Pengaruh Brand Experience dan Brand Image Terhadap Keinginan Konsumen untuk Membayar Harga Premium pada Pembeli iPhone di Wilayah Jawa Timur. (The Effect of Brand Experience and Brand Image on Consumer Desire to Pay Premium Prices for iPhone Buyers in the East Java Region). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

People are willing to spend more money on a more expensive product because the product is trending among them. The development of the technology industry and the consumptive behavior of the Indonesian people have triggered competition in the business world. Each business actor tries to compete through the company's marketing strategies and also the quality of the products offered. The study entitled “The Effect of Brand Experience and Brand Image on Consumer Desire to Pay Premium Prices for iPhone Buyers in the East Java Region” aims to provide valuable insight into how Brand Experience and Brand Image affect consumer desire to pay premium prices for iPhone buyers in the East Java region. This research uses quantitative methods with primary data collected through a survey of 100 respondents in East Java. The data analysis technique used is multiple linear regression. The results showed that Brand Experience and Brand Image simultaneously (together) had a positive effect on Consumer Desire to Pay Premium Prices on iPhone buyers in the East Java Region. From the results of the t test (partial), the results of the two dependent variables that most dominantly influence with the highest value are Brand Image. This is because Brand Image reflects consumer perceptions of the quality, prestige, and trust built by the iPhone brand, which significantly drives consumer decisions to pay higher prices compared to Brand Experience, which focuses more on consumers' personal experience with the product.

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