ANALISIS PENGARUH FAKTOR USABILITY, PRODUCT QUALITY, USER VALUE TERHADAP BRAND EQUITY MELALUI CUSTOMER EXPERIENCE PADA PENGGUNA iPHONE X DI SURABAYA

Abstract

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