ABSTRACT

This study aims to determine how brand awareness, perceived quality, brand association, and brand loyalty affect brand equity of Apple products. The method used in this research is a quantitative method that is a confirmatory and exploratory research method. The population in this study involved 168 students of the Faculty of Economics, Sanata Dharma University from the class of 2020-2023 who had used Apple products at least three times, the sampling method for this study was taken using purposive sampling technique. The research. data were obtained from the results of a survey distributed through a questionnaire to respondents online. Then the data that has been collected is tested using data analysis techniques such as normality test, multicollinearity test, heteroscedasticity test, multiple linear regression Analysis, simultaneous test (F test) and partial test (T test). The results of this study state that the variables of brand awareness, perception of quality, brand association, and brand loyalty have a positive and significant effect on brand equity.