FACTORS THAT INFLUENCE THE BRAND EQUITY OF APPLE’S SMARTPHONE AMONG STUDENTS AT UNIVERSITI TEKNOLOGI MARA MALACCA CITY CAMPUS
PREPARED BY:
NUR DIANA BT RUSLAN 2013253746
NUR FATIHAH BT HAJI GHAFAR 2014684174
BACHELOR OF BUSINESS ADMINISTRATION WITH HONOURS (INTERNATIONAL BUSINESS)
FACULTY OF BUSINESS MANAGEMENT UNIVERSITI TEKNOLOGI MARA
MELAKA
JULY 2016
ii
DECLARATION OF ORIGINAL WORK
BACHELOR OF BUSINESS ADMINISTRATION WITH HONORS (INTERNATIONAL BUSINESS)
FACULTY OF BUSINESS MANAGEMENT UNIVERSITI TEKNOLOGI MARA
“DECLARATION OF ORIGINAL WORK”
We, Nur Diana Bt Ruslan, (I/C Number: 940404146664) and Nur Fatihah Bt Haji Ghafar (I/C Number: 931105055098)
Hereby, declare that:
o This work has not previously been accepted in substance for any degree, locally or overseas, and is not being concurrently submitted for this degree or any other degrees.
o This project-paper is the result of my independent work and investigation except where otherwise stated.
o All verbatim extracts have been distinguished by quotation marks and sources of my information have been specifically acknowledged.
Signature: _______________________ Date: ________________________
(NUR DIANA BT RUSLAN) : ________________________
(NUR FATIHAH BT HAJI GHAFAR)
iii
LETTER OF TRANSMITTAL
15th July 2016
ENCIK ZAKIMI BIN IBRAHIM Project Paper Advisor
Faculty of Business Management Universiti Teknologi MARA
Jalan Lendu, 78000 Alor Gajah, Melaka.
Dear Sir,
SUBMISSION OF FINAL REPORT
Enclosed herewith is a thesis entitled “FACTORS THAT INFLUENCE THE BRAND EQUITY OF APPLE’S SMARTPHONE AMONG STUDENTS AT UITM MALACCA CITY CAMPUS”. We hope this thesis will meet the requirement and expectation from you and the faculty. Thank you very much for all guidance and supports you have generously rendered upon the completion of this thesis.
Yours sincerely
……….. ……….
NUR DIANA RUSLAN NUR FATIHAH HAJI GHAFAR
2013253746 2014684174
v
TABLE OF CONTENTS
Page
TITLE PAGE i
DECLARATION OF ORIGINAL WORK ii
LETTER OF TRANSMITTAL iii
ACKNOWLEDGEMENT iv
TABLE OF CONTENTS v-ix
LIST OF FIGURES x
LIST OF TABLES xi
ABSTRACT xii
CHAPTER 1 INTRODUCTION
1.1 Background of Study 1-3
1.2 Problem Statement 3-6
1.3 Research Questions 6
1.4 Research Objectives 7
1.5 Scope of Study 7
1.6 Significant or Contributions of Study 7
1.6.1 Researcher 7-8
xii ABSTRACT
The purpose of this study is to study the factors that influence the brand equity of Apple’s smartphone among students at UiTM Malacca City Campus. This study conducted through distributing questionnaire to the students. The target population of this study was students at the UiTM Malacca City Campus and the sample size consist of 327 respondents. The study found significance strong positive correlation between brand equity and all the variables which is brand association, perceived quality, brand awareness and brand image. At the findings stated that among all of the factors, brand association has the greatest impact on influencing the brand equity on Apple’s smartphone. The study recommended that future research can be done towards other institutions or organizations for other factors that can influence on the Apple’s brand equity.
