Pengaruh Analisis Brand Identity dan Brand Image terhadap Brand Awareness Produk iPhone di Kalangan Generasi Z (Studi pada Mahasiswa FEB Universitas Pancasila)

This research aims to determine the influence of Brand Identity and Brand Image on Brand Awareness of iPhone products among Generation Z. The respondents in this study were iPhone users from the Faculty of Economics and Business at Universitas Pancasila. The sampling method used was non-probability sampling with a purposive sampling technique, and the total sample tested consisted of 100 respondents. The data collection instrument used was a questionnaire distributed through Google Forms. The data were analyzed using multiple linear regression analysis, classical assumption tests, hypothesis testing, and processed using SPSS 22. The results of the study indicate that Brand Identity has a positive effect on Brand Awareness, Brand Image has a positive effect on Brand Awareness, and Brand Identity and Brand Image simultaneously have a positive effect on Brand Awareness.