PENERAPAN BRAND STORY PRODUK APPLE INC. DALAM MEMBANGUN BRAND EQUITY PADA GENERASI Z DI YOGYAKARTA

Syafiya Nisrina Hanifah, NIM.: 20107030070 (2024) PENERAPAN BRAND STORY PRODUK APPLE INC. DALAM MEMBANGUN BRAND EQUITY PADA GENERASI Z DI YOGYAKARTA. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Technological advancements have encouraged companies to adopt innovative marketing strategies, one of which is through brand storytelling. Apple Inc., a leader in the technology industry, has successfully built strong brand equity through its narrative, encompassing brand identity, brand values, brand history, and brand experiences. This study aims to analyze how Apple Inc.'s brand storytelling creates brand equity among Generation Z in Yogyakarta, known as digital natives with a strong interest in innovation and sustainability. This research employs a qualitative descriptive method with in-depth interviews involving five Generation Z participants who are active users of Apple Inc. products. The study applies Keller's (2013) Brand Equity theory and Cochrane's (2019) Brand Story theory as the primary frameworks. The findings reveal that elements of Apple’s brand story, such as aesthetic product design, iconic logo, and exclusivity values, significantly contribute to enhancing brand awareness, brand loyalty, and perceived product quality. Apple's strategy, emphasizing a premium user experience, strengthens the brand's association with innovation and creativity.

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