Surviving Without a Brand Ambassador: Apple After Steve Jobs
Munawaroh, Heny Hendrayati

Universitas Pendidikan Indonesia
Universitas Bina Bangsa

Abstract

How can Apple without a Brand Ambassador continue to survive and develop and even be loved by the public in the midst of very fierce competition like now when other products are tactics through artists and other important world figures as Brand Ambassadors of their products, increasingly massive technological developments with price competition that continues In a competitive environment, conditions that are increasingly difficult to provide investment confidence are a challenge for Apple to maintain its position. This study aims to find out How Apple Without a Brand Ambassador on Sales Level and its impact on Apple stock sales. With a quantitative descriptive method, distributing questionnaires as a tool to collect data using PLS software, the respondents of this research are all levels of society who have opportunities as consumers of Apple products with the Non-Probability Sampling sampling technique, the method of determining the sample by accident (accidental), Due to the unknown number of samples, the authors used the sampling technique according to Naresh K Malhotra (2006:291) so that 5 x 30 = 150 samples were obtained. The results of this study show that H1 without Brand Ambassador has a positive effect on Apple^s Sales Level, there is no support for the influence of H2 where Without Brand Ambassador on Stock Sales Levels and in H3 Apple^s Sales Levels have a positive effect on Stock Sales Levels. Meanwhile No Brand Ambassador was found to be related to Share Sales Rate through Apple Sales Rate.

Keywords: Brand Ambassador, Sales Level, Share Sales Rate

Topic: Marketing Management