The Effect of Brand Image, Brand Experience and Brand Loyalty Towards Purchase Intention on Apple Smartphone in Makassar

This research aims to analyze the effect of brand image, brand experience, and brand loyalty towards purchase intention on Apple smart phones in Makassar. The method used method using multiple regression. The population in this research was Apple Smartphone users in Makassar; the sample in this research was 100 people. Data collected using questionnaires. This study uses multiple regression analysis statistical tools; the hypothesis tested using F test (simultaneous) and t test (partial). The results of this research showed that brand image has positive and significant effect on purchase intention, brand experience has positive and significa significant effect on purchase intention. Brand image, brand experience, and brand loyalty simultaneously have a positive and significant effect on purchase intention.


INTRODUCTION
There are many smartphones brand exists preference in choosing smartphones. One well as its smartphone product. In the 3rd quarter of 2019, Apple with 10.2% market share decline in the global market share to the third Huawei. Even though Apple has 10.2% of the only under 6% and is outside the top 5 brands of the smartphone market share in Indonesia.

The Effect of Brand Image, Brand Experience and Brand Loyalty Towards Purchase Intention on Apple Smartphone in Makassar
william_sanjaya@yahoo.com Masdar.ickn@gmail.com This research aims to analyze the effect of brand image, brand experience, and brand loyalty towards in this research is quantitative method using multiple regression. The population in this research was Apple Smartphone users in Makassar; the sample in this research was 100 people. Data collected using questionnaires. This study uses multiple analysis statistical tools; the hypothesis tested using F test (simultaneous) and t test (partial). The results of this research showed that brand image has positive and significant effect on purchase intention, nt effect on purchase intention, brand loyalty has positive and significant effect on purchase intention. Brand image, brand experience, and brand loyalty simultaneously make consumers having more known brand in Indonesia is Apple, with the iPhone as its smartphone product. In the 3rd quarter of 2019, Apple with 10.2% market share, experienced a largest position in the world, under Samsung and global market share, the market share in Indonesia is only under 6% and is outside the top 5 brands of the smartphone market share in Indonesia.
As reported by liputan6.com, one of the reasons smartphone users choose the iPhone is luxurious and premium. Likewise, as reported in The Asian Mobile revealed that the brand is one of the most d that appears in the minds of consumers. When the brand image is positive, the brand becomes increasingly remembered by consumers and can influence consumer purchases (Musay, 2013). For smartphone users, the experience can occur phone. It can generate interest for the next purchase because individuals can already know and gain experience with the brand. Consumer's image and experience of a brand  brand loyalty can be defined as a happy attitude towards a brand that is represented in purchases that are consistent with the brand at all times. Purchase intention is the attitude that arises in response to it.

LITERATURE REVIEW Brand
American Marketing Association in symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors." Brand Image Brand image is a vision and trust that is hidden in the minds of consumers, as a reflection of the association that is retained in consumers' memories (Kotler, 2006(Kotler, (1991(Kotler, , 2009) that brand image is a group of brand the minds of consumers.

Brand Experience
Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand's design communications, and environments. Brand experience begins when consumers search, buy, receive services, and consume or using the products. Brand experience can be experienced directly when consumers consume and buy products (

Brand Loyalty
According to Aaker (2009), brand loyalty shows a consistent buying pattern towards a particular brand over time and also a pleasant attitude towards the brand. According to , brand loyalty can be defined as a in purchases that are consistent with the brand at all times. Purchase intention is the attitude that arises in response to it.

Purchase Intention
Purchase intention is consumer's self relevant actions such as proposing, recommending, choosing, and finally making a d make a purchase (Luh Nisa Ditriami, 2014). Conceptual Model Figure 1 RESEARCH METHOD

Research Time and Location
The research was conducted in Makassar City, South Sulawesi. The time needed in this researchwasone month from May to June 2020. Marketing Association in (Kotler, 2016) define brand as "a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors." Brand image is a vision and trust that is hidden in the minds of consumers, as a reflection of the association that is retained in consumers' memories (Kotler, 2006; that brand image is a group of brand associations that are formed and are embedded in Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral related stimuli that are part of a brand's design and identity, packaging, communications, and environments. Brand experience begins when consumers search, buy, receive services, and consume or using the products. Brand experience can be experienced directly when consumers consume and buy products . 2009), brand loyalty shows a consistent buying pattern towards a particular brand over time and also a pleasant attitude towards the brand. According to , brand loyalty can be defined as a happy attitude towards a brand that is represented in purchases that are consistent with the brand at all times. Purchase intention is the attitude that Purchase intention is consumer's self-instruction to purchase a product, make a plan, take relevant actions such as proposing, recommending, choosing, and finally making a d (Luh Nisa Ditriami, 2014). The research was conducted in Makassar City, South Sulawesi. The time needed in this researchwasone month from May to June 2020. , 2016) define brand as "a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller Brand image is a vision and trust that is hidden in the minds of consumers, as a reflection of ; 2009; 2016). Then, Aaker associations that are formed and are embedded in Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral and identity, packaging, communications, and environments. Brand experience begins when consumers search, buy, receive services, and consume or using the products. Brand experience can be experienced directly when 2009), brand loyalty shows a consistent buying pattern towards a particular brand over time and also a pleasant attitude towards the brand. According to Meta happy attitude towards a brand that is represented in purchases that are consistent with the brand at all times. Purchase intention is the attitude that purchase a product, make a plan, take relevant actions such as proposing, recommending, choosing, and finally making a decision to The research was conducted in Makassar City, South Sulawesi. The time needed in this

Data Collection Method
Data collected using questionnaires by collecting answers from respondents structured questions. Furthermore, respondents who had filled out the questionnaire were then identified based on their age, gender, occupation, income/allowance per month, and usage time of Apple smartphones.

Data Analysis Method
The data analysis technique used in this research is quantitative descriptive, which describes the effect of brand image, brand experience and brand loyalty towards purchase intention on Apple smartphones in Makassar.This research uses validity test, realibility test, m statistical tool, the hypothesis tested using F test (simultaneous) and t test (partial), and detemination coefficient.

Characteristics of Respondents
Research data obtained by distributing questionnaires directly to respondents who are willing to fill out a list of statements that have been presented in the form of questionnaires. The sampling technique is purposive sampling technique. The sample in thi residing in Makassar. The population in this study is unknown. The total samples in this study were 100 respondents. Required minimum sample is obtained using unknown population formula. The characteristics of the respondents observed in this study will be described based on age, gender, occupation, income/allowance per month and usage time of Apple

Characteristics of Main Variables
Based on the respondent's responses, analysis has been done to find out responses to research variables which is brand image (X and purchase intention (Y). It will be described separately and calculated based on respondent's responses to each statement which is strongl strongly agree (SA). Data collected using questionnaires by collecting answers from respondents structured questions. Furthermore, respondents who had filled out the questionnaire were then identified based on their age, gender, occupation, income/allowance per month, and usage time of sis technique used in this research is quantitative descriptive, which describes the effect of brand image, brand experience and brand loyalty towards purchase intention on Apple smartphones in Makassar.This research uses validity test, realibility test, multiple regression analysis statistical tool, the hypothesis tested using F test (simultaneous) and t test (partial), and detemination Research data obtained by distributing questionnaires directly to respondents who are willing to fill out a list of statements that have been presented in the form of questionnaires. The sampling technique is purposive sampling technique. The sample in this research must be using an iPhone and residing in Makassar. The population in this study is unknown. The total samples in this study were 100 respondents. Required minimum sample is obtained using unknown population formula. The pondents observed in this study will be described based on age, gender, occupation, income/allowance per month and usage time of Apple smart phones.

Characteristics of Main Variables
Based on the respondent's responses, analysis has been done to find out responses to research variables which is brand image (X 1 ), brand experience (X 2 ), brand loyalty (X and purchase intention (Y). It will be described separately and calculated based on respondent's responses to each statement which is strongly disagree (SA), disagree (D), neutral (N), agree (A), Brand Image Variable Frequency (X 1 ) Data collected using questionnaires by collecting answers from respondents through structured questions. Furthermore, respondents who had filled out the questionnaire were then identified based on their age, gender, occupation, income/allowance per month, and usage time of sis technique used in this research is quantitative descriptive, which describes the effect of brand image, brand experience and brand loyalty towards purchase intention on Apple ultiple regression analysis statistical tool, the hypothesis tested using F test (simultaneous) and t test (partial), and detemination Research data obtained by distributing questionnaires directly to respondents who are willing to fill out a list of statements that have been presented in the form of questionnaires. The sampling s research must be using an iPhone and residing in Makassar. The population in this study is unknown. The total samples in this study were 100 respondents. Required minimum sample is obtained using unknown population formula. The pondents observed in this study will be described based on age, gender, Based on the respondent's responses, analysis has been done to find out respondent's ), brand loyalty (X 3 ) and purchase intention (Y). It will be described separately and calculated based on respondent's y disagree (SA), disagree (D), neutral (N), agree (A), Based on table 2, the average score of respondents' responses to the five statements related to the brand experience (X 2 ) is 453. Based on these results, respondents perceive the brand experience variable (X 2 ) as very high Based on table 4, the average score of respondents' responses to the four statements related to the purchase intention (Y) is 458. Based on these results, respondents perceive the purchase intention variable (Y) as very high.

Validity and Reliability Test
Research using an instrument such as a questionnaire requires measurement with the instrument's validity and reliability. An instrument can be good if it meets several criteria such as validity and reliability, for that an instrument must be carried out two tests (Umar, 2000: 176) Validity Test

Variable Indicator
Brand Image (X 1 ) Source : Primary Data Processed Based on table 4, the average score of respondents' responses to the four statements related to purchase intention (Y) is 458. Based on these results, respondents perceive the purchase intention Research using an instrument such as a questionnaire requires measurement with the validity and reliability. An instrument can be good if it meets several criteria such as validity and reliability, for that an instrument must be carried out two tests (Umar, 2000: 176) Based on the validity test using SPSS version 24, it shows that all questions have a corrected item-total correlation value of more than 0,3, so that it can be concluded that each the questionnaire is valid and can measure the effect of brand image (X1), brand experience (X2), brand loyalty (X3) and purchase intention (Y). Therefore, the whole question items can be used for further data collection. Reliability Test

Variable Indicator
Brand Based on the reliability test, showed that all variables than 0,7, so that it can be concluded that the instrument is reliable. Each question item in the questionnaire is consistent in measuring brand image variables (X1), brand experience (X2), brand loyalty (X3), and purchase intention (Y) so that it can be used for further data collection.

Model
Sum of Squares Based on the test results, F is 55 value is smaller than 0,05 (0,000<0 hypothesis that states "brand image, brand experience and brand loyalty simultaneously have a positive and significant effect towards purchase intention of accepted Multiple Linear Regression Analysis Hypothesis testing in this study aims to prove the effect of brand image (X experience (X 2 ), brand loyalty (X 3 ) on the dependent variable phones. Analysis of the data used for hypothesis testing in this study is the multiple linear regression analysis. Calculation of multiple linear regression analysis is performed using the SPSS 24.0 for Windows. The results of multiple linear regression te Based on the validity test using SPSS version 24, it shows that all questions have a corrected total correlation value of more than 0,3, so that it can be concluded that each the questionnaire is valid and can measure the effect of brand image (X1), brand experience (X2), brand loyalty (X3) and purchase intention (Y). Therefore, the whole question items can be used for Based on the reliability test, showed that all variables have Cronbach's Alpha value of more than 0,7, so that it can be concluded that the instrument is reliable. Each question item in the questionnaire is consistent in measuring brand image variables (X1), brand experience (X2), brand e intention (Y) so that it can be used for further data collection.

Multiple Linear Regression Analysis
Hypothesis testing in this study aims to prove the effect of brand image (X ) on the dependent variable purchase intention (Y) of Apple . Analysis of the data used for hypothesis testing in this study is the multiple linear regression analysis. Calculation of multiple linear regression analysis is performed using the SPSS 24.0 for The results of multiple linear regression tests in this study can be seen in the following Based on the validity test using SPSS version 24, it shows that all questions have a corrected total correlation value of more than 0,3, so that it can be concluded that each question item in the questionnaire is valid and can measure the effect of brand image (X1), brand experience (X2), brand loyalty (X3) and purchase intention (Y). Therefore, the whole question items can be used for

Reliable
Reliable Reliable have Cronbach's Alpha value of more than 0,7, so that it can be concluded that the instrument is reliable. Each question item in the questionnaire is consistent in measuring brand image variables (X1), brand experience (X2), brand e intention (Y) so that it can be used for further data collection.
Sig. 55,693 ,000 b 693, with a significance of 0,000. Because the significance 70), it can be concluded that the "brand image, brand experience and brand loyalty simultaneously have a tphone in Makassar" is Hypothesis testing in this study aims to prove the effect of brand image (X 1 ), brand purchase intention (Y) of Apple smart . Analysis of the data used for hypothesis testing in this study is the multiple linear regression analysis. Calculation of multiple linear regression analysis is performed using the SPSS 24.0 for sts in this study can be seen in the following  (X3) is 0,499. Therefore, the regression equation in this study is Y = 0,695 + 0,227X 1 + 0,144X 2 + 0,499X 3 .

Partial Test(t test)
Basically, the t-test shows how far the influence of one independent variable individually explains the dependent variable (Ghozali, 2013).

Variable
Brand Image (X 1 ) Brand Experience (X 2 ) Brand Loyalty (X 3 ) Source : Primary Data Processed 1) Brand Image (X 1 ) The t test results for the brand image variable obtained t value of 2,783 with a significance value of 0,006 smaller than 0,05 (0,006<0,05), and the regression coefficient has a positive value of 0,227, then the hypothesis that states the purchase intention (Y) of Apple 2) Brand Experience (X 2 ) The t test results for the brand experience variable obtained t value of 2,294 with a significance value of 0,024 smaller than 0,05 (0,024< of 0,144, then the hypothesis that states "brand experience (X2) has a positive and significant effect on the purchase intention (Y) of Apple 3) Brand Loyalty (X 3 ) The t test results for the brand loyalty variable obtained t value of 7,227 with a significance value of 0,000 less than 0,05 (0,000<0,05), and the regression coefficient has a positive value of 0,499, then the hypothesis that states "brand loyalty (X3) has a posit the purchase intention (Y) of Apple Determination Coefficient (Adjusted R The determination coefficient test using SPSS software results can be seen in the following test results for the brand image variable obtained t value of 2,783 with a significance value of 0,006 smaller than 0,05 (0,006<0,05), and the regression coefficient has a positive value of 0,227, then the hypothesis that states "brand image (X1) has a positive and significant effect on the purchase intention (Y) of Apple smart phones" is accepted.
The t test results for the brand experience variable obtained t value of 2,294 with a significance value of 0,024 smaller than 0,05 (0,024<0,05), and the regression coefficient has a positive value of 0,144, then the hypothesis that states "brand experience (X2) has a positive and significant effect on the purchase intention (Y) of Apple smart phones" is accepted.
t results for the brand loyalty variable obtained t value of 7,227 with a significance value of 0,000 less than 0,05 (0,000<0,05), and the regression coefficient has a positive value of 0,499, then the hypothesis that states "brand loyalty (X3) has a positive and significant effect on the purchase intention (Y) of Apple smart phones" is accepted.
Adjusted R 2 ) The determination coefficient test using SPSS software results can be seen in the following The test results show that the coefficient of determination of Adjusted R obtained a value of 0,624. These results show that purchase intention is influenced by brand image, brand experience, and brand loyalty variable by 62.4%, while the remaining 37.6% is influenced by ot included in this study. test results for the brand image variable obtained t value of 2,783 with a significance value of 0,006 smaller than 0,05 (0,006<0,05), and the regression coefficient has a positive value of itive and significant effect on The t test results for the brand experience variable obtained t value of 2,294 with a significance 0,05), and the regression coefficient has a positive value of 0,144, then the hypothesis that states "brand experience (X2) has a positive and significant t results for the brand loyalty variable obtained t value of 7,227 with a significance value of 0,000 less than 0,05 (0,000<0,05), and the regression coefficient has a positive value of ive and significant effect on The determination coefficient test using SPSS software results can be seen in the following Std. Error of the Estimate ,21930 determination of Adjusted R 2 in this study obtained a value of 0,624. These results show that purchase intention is influenced by brand image, brand experience, and brand loyalty variable by 62.4%, while the remaining 37.6% is influenced by

Hypothesis Test
Based on the results of hypothesis testing, the results are described in the following

Brand Image influences Purchase Intention
The results of this research showed that the with a significance value of 0,006 smaller than 0,05 (0,006<0,05), and the regression coefficient has a positive value of 0,227. The finding is line with image (X 1 ) has a positive and significant effect on Apple Makassar". This shows that consumer purchase intention will increase along with increasing brand image perceived by consumers towards Apple.
These results are in line with the theory by Musay (2013). When a brand has a positive image, the brand becomes increasingly remembered by consumers and can influence consumer purchases.
The results of this research support the results of previous research conducted by Hutami (2016), Vernando & Rubiyatno (2018 effect on purchase intention. However, these research results are contrary to the results of a previous research conducted by Parenkuan, Tumble and Wenas variable had a negative effect on the purchase intention of Head & Shoulders shampoo products. This may show that there are also products where consumers do not consider the brand image to make a purchase.

Brand Experience influences Purchase Intention
Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand's design and identity, packaging, communications, and environments. Bran services, and consume or using the products. Brand experience can be experienced directly when consumers consume and buy products (Brakus, The results of this research showed that the brand exp 2,294 with a significance value of 0,024 smaller than 0,05 (0,024<0,05), and the regression coefficient has positive value of 0,144. This research succeeded in proving the second hypothesis stating that "brand experience (X 2 purchase intentions (Y) in Makassar". along with increasing brand experience perceived by consumers towards Apple.
The results of this research support the results of previous research conducted by (2013), which showed that the brand experience variable has a positive effect on purchase intention.

Brand Loyalty influences Purchase Intention
According to , brand loyalty can be defined as a happy attitude towards a brand that is represented in purchases that are consistent with the brand at all times. Purchase intention is the attitude that arises in response to it. (Wijaya, 2011).
Based on the results of hypothesis testing, the results are described in the following table :  Table 11. Hypothesis Test

Conclusions
Brand Image has a positive and significant effect on Purchase Intention Hypothesis Brand Experience has a positive and significant effect on Purchase Intention Hypothesis Accepted Brand Loyalty has a positive and significant effect on Purchase Intention Hypothesis Accepted Experience, Brand Loyalty simultaneously have positive and significant effect on Purchase Intention Hypothesis Accepted

Brand Image influences Purchase Intention
The results of this research showed that the brand image variable obtained t value of 2,783 with a significance value of 0,006 smaller than 0,05 (0,006<0,05), and the regression coefficient has he finding is line with the formulated hypothesis stating that "brand ) has a positive and significant effect on Apple smart phone purchase intentions (Y) in This shows that consumer purchase intention will increase along with increasing brand image perceived by consumers towards Apple.
ith the theory by Musay (2013). When a brand has a positive image, the brand becomes increasingly remembered by consumers and can influence consumer The results of this research support the results of previous research conducted by Hutami (2018) which showed that the brand image variable has a positive effect on purchase intention. However, these research results are contrary to the results of a previous , which showed that the brand image variable had a negative effect on the purchase intention of Head & Shoulders shampoo products. This may show that there are also products where consumers do not consider the brand image to influences Purchase Intention Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral related stimuli that are part of a brand's design and identity, packaging, communications, and environments. Brand experience begins when consumers search, buy, receive services, and consume or using the products. Brand experience can be experienced directly when nsume and buy products ). The results of this research showed that the brand experience variable obtained t value of 2,294 with a significance value of 0,024 smaller than 0,05 (0,024<0,05), and the regression coefficient has positive value of 0,144. This research succeeded in proving the second hypothesis 2 ) has a positive and significant effect on Apple purchase intentions (Y) in Makassar". This shows that consumer purchase intention will increase along with increasing brand experience perceived by consumers towards Apple.
The results of this research support the results of previous research conducted by which showed that the brand experience variable has a positive effect on purchase intention. Brand Loyalty influences Purchase Intention i (2017), brand loyalty can be defined as a happy attitude towards a brand that is represented in purchases that are consistent with the brand at all times. Purchase intention is the attitude that arises in response to it. Purchase intention is also re-pur The results of this research showed that the brand loyalty variable obtained t value of 7,227 with a significance value of 0,000 smaller than 0,05 (0,000<0,05), and the regression coefficient has Hypothesis Accepted brand image variable obtained t value of 2,783 with a significance value of 0,006 smaller than 0,05 (0,006<0,05), and the regression coefficient has hypothesis stating that "brand purchase intentions (Y) in This shows that consumer purchase intention will increase along with increasing brand ith the theory by Musay (2013). When a brand has a positive image, the brand becomes increasingly remembered by consumers and can influence consumer The results of this research support the results of previous research conducted by Hutami which showed that the brand image variable has a positive effect on purchase intention. However, these research results are contrary to the results of a previous showed that the brand image variable had a negative effect on the purchase intention of Head & Shoulders shampoo products. This may show that there are also products where consumers do not consider the brand image to Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral related stimuli that are part of a brand's design and identity, packaging, d experience begins when consumers search, buy, receive services, and consume or using the products. Brand experience can be experienced directly when erience variable obtained t value of 2,294 with a significance value of 0,024 smaller than 0,05 (0,024<0,05), and the regression coefficient has positive value of 0,144. This research succeeded in proving the second hypothesis ) has a positive and significant effect on Apple smart phone This shows that consumer purchase intention will increase The results of this research support the results of previous research conducted by Siregar which showed that the brand experience variable has a positive effect on purchase intention.
i (2017), brand loyalty can be defined as a happy attitude towards a brand that is represented in purchases that are consistent with the brand at all times. Purchase purchase intention The results of this research showed that the brand loyalty variable obtained t value of 7,227 with a significance value of 0,000 smaller than 0,05 (0,000<0,05), and the regression coefficient has positive value of 0,499. This research succeeded in proving the third hypothesis stating that "brand loyalty (X 3 ) has a positive and significant effect on Apple Makassar". This shows that consumer purchase intention will increase along with incr loyalty by consumers towards Apple.
The result of this research supports the results of previous research conducted by , which showed that the brand loyalty variable has a positive effect on purchase intention.

Brand Image, Brand Experience and Brand Loyalty simultaneously influences Purchase Intention
Based on the test results, F is 55 value is smaller than 0,05 (0,000<0 research succeeded in proving the fourth brand loyalty simultaneously have positive smartphone in Makassar".
The test results show that the coefficient of determination (Adjusted R obtained a value of 0,624. These results show that purchase intention is influenced by brand image, brand experience, and brand loyalty variable by 62.4%, while the remaining 37.6 other factors not included in this study. There results also show that brand image, brand experience, and brand loyalty greatly affect purchase intention of Apple

CONCLUSION
Based on the results of research and image, brand experience, and brand loyalty intention. Those three main variables contribute to have simultaneous on purchase intention. In the next research, broader range of research locations and increase the number of respondents. s research succeeded in proving the third hypothesis stating that "brand purchase intentions (Y) in This shows that consumer purchase intention will increase along with increasing brand The result of this research supports the results of previous research conducted by , which showed that the brand loyalty variable has a positive effect on purchase Brand Experience and Brand Loyalty simultaneously influences Purchase Intention 693, with a significance of 0,000. Because the significance concluded that this "brand image, brand experience and purchase intention of Apple 2) in this research obtained a value of 0,624. These results show that purchase intention is influenced by brand image, % is influenced by other factors not included in this study. There results also show that brand image, brand experience, in Makassar.
the effect of brand positive and significant effect on purchase positive and significant effect t is suggested that further research will be able to use a anaging Brand Equity: Capitalizing on the Value of a Brand Name. New York: