PENGARUH KEPRIBADIAN MEREK, LOYALITAS MEREK, DAN KESADARAN MEREK TERHADAP EKUITAS MEREK SMARTPHONE APPLE DI SURABAYA

The development of technology and information in globalization era has become more advanced and with this thing, industrial world in Indonesia growing rapidly. With the increasing of products and competition, it makes consumer become a king. Consumer has more choice and information. With the current economic condition, Indonesia is a developing country with high population also a high level of purchasing power and always following the technology trend and become market share for communication manufacturers to develop their products in Indonesia. A decade of communication industrial era, they compete with each others in offering their products. Many corporations produced hand phone with numerous high end features and with competitive price. Apple is one from many corporation produced Smartphone in the world. Apple gave sophisticated services and futuristic for fulfill their users needs. To compete in Indonesia, apple must increase their brand quality based on brand equity. This research aims to analyze the influence of brand personality, brand loyalty and brand awareness toward Apple brand equity in Surabaya. 100 questionnaires used and the data being analyzed by using SPSS 16.0. Partially, brand personality, brand loyalty, and brand awareness have a significant impact toward brand equity. Simultaneously, brand personality, brand loyalty and brand awareness have a significant impact toward brand equity. Key Word : brand personality, brand loyalty, brand awareness, brand equit