Analisis Pengaruh Brand Equity Berbasis Konsumen (CBBE) terhadap Purchase Intention Smartphone di Surabaya (PLS-SEM)

The current generation is a generation that uses high-level technology and also the use of smartphones continues to increase sharply, of course this cannot be separated from the role of brand equity in these smartphone products. This research aims to analyze the role of brand awareness, brand associations, perceived quality, brand loyalty, brand trust in driving purchase intentions in this digital era. This research uses a research design with a quantitative approach. Data was collected through