PENGARUH EKUITAS MEREK TERHADAP PERILAKU PEMBELIAN AKTUAL PADA MERK HANDPHONE IPHONE DENGAN BRAND IMAGE SEBAGAI MODERATOR

The purpose of this study is to examine the effect of brand equity on the actual purchasing behavior of iPhone consumers, to examine and measure the effect of brand image on the actual purchasing behavior of iPhone consumers in order to understand the extent to which brand image influences consumer decisions in purchasing this product, and to examine the role of brand image in moderating the relationship between brand equity and actual purchasing behavior of iPhone consumers, in order to determine whether brand image can strengthen or weaken the impact of brand equity on purchasing decisions. This research is a type of explanatory quantitative research conducted at the Platinum Gadget Store in Malang. The population in this study was all consumers of the iPhone brand at Platinum Malang. The sampling technique in this study used non-probability sampling with a purposive sampling approach. To determine the sample size, the researcher used the Lemeshow formula, resulting in a minimum sample size of 246 respondents. Data collection techniques were gathered through questionnaires given to respondents via Google Forms. The data analysis methods used were scale range and moderated regression analysis. The results of this study indicate that brand equity has a positive and significant effect on actual purchasing behavior, brand image has a positive and significant effect on actual purchasing behavior, and brand image is able to moderate the relationship between brand equity and actual purchasing behavior of the iPhone brand.