The Effect of Brand Image, Brand Trust, Economic Benefits, and Brand AttitudeToward Purchase Intention on Iphone in East Java

The objectives of this study are to: 1) examine the effect of brand image on purchase intention, 2)examine the effect of brand trust on purchase intention, 3) examine the effect of economic benefits onpurchase intention, 4) examine the effect of brand attitude on purchase intention. this is an exploratoryresearch in which the aim is to obtain information, insights, knowledge, ideas, opinions, andunderstandings in an effort to satisfy and define the problem and formulate a hypothesis. in this study, thepopulation we took was iphone users in east java, of which approximately 200 people were involved asresearch samples. the sampling applied incidental sampling technique. the results of the study are that:1) individual brand image has an insignificant positive effect on iphone purchase intention and thesignificance is 0.487, 2) individual brand trust has an insignificant positive effect on iphone purchaseintention and the significance is 0.078, 3) individual economic benefits have a significant positive effecton iphone purchase intention and the significance is 0.000, 4) individual brand attitude has a significantpositive effect on iphone purchase intention and the significance is 0.001.