Pramesti, Arwidia Noerkhalista (2024) Pengaruh Ekuitas Merek dan Inovasi Teknologi Smartphone terhadap Minat Pembelian Produk Iphone di SMA 6 Malang (Studi Kasus pada Siswa Kelas 12 Tahun 2023 di SMA 6 Malang). Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

This research aims to find out the influence of brand equity and technological innovation on interest in buying smarthpohe iphone. The sample of this study useda saturated sample so that all the students of 12th grade of High School 6 Poor who totaled 55 people as respondents. According to this study, partially brand equity hasa significant negative influence on the interest in buying smartphone products iphone in SMAN-6 Malang in class 12 year 2023. Simultaneously, it shows that together brand equity and technological innovation influence the interest of smartphone purchases against the interest in purchasing iphone products in SMAN 6 Poor. And brand equities have a dominant influence on purchasing interest, so consumers tend to be more interested in brand ownership than technology innovations when deciding to buy iPhone products.

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