Persepsi Pengguna Terhadap Brand Image Apple (Iphone)

Abstract

Perception is the experience or impression of an object, event, person or situation that we get to conclude an information that determines a person in choosing a message and ignore the other. Perceptions can be categorized by selective, alleged, evaluative and contextual perceptions. Perception is usually used by a person to determine, to decide, and to choose, to satisfy their needs and desires. The purpose of this study to find out how the user perceptions of brand image of Apple. This type of research is qualitative, with descriptive approach. Sources of research data is obtained through primary data and secondary data. This research uses qualitative data analysis techniques, to the concept of brand image which is devided into several categories among others strength, advantages and uniqueness. Based on data obtained from the field taken conclusions that are specific to the general then presented in the form of naration.. The result of perception user to Brand Image of Apple is perception arising from Apple user through Brand image of the product.