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1. Introduction
Fritz Heider once revealed a statement that every human being has abilities, desires and sentiments, we act because they are based on purpose because of perception or because they follow others. Fritz pours this into a theoretical framework called attribution theory (Weiner, 2008). Attribution theory itself explains what causes and why someone decides to take action. This theory is also the basis for us in pouring this article with a “big question mark” why a product whether it is a smartphone, laptop or even a music player product whose price is quite fantastic especially for us as “middle-income countries” and “developing countries” can become the most popular product. Sought after, even awaited its presence when a new variant of the product appeared in our country. The product or brand is “Apple”.
It is easy to get to know Apple products on the market; the logo design seems to be able to hypnotize many people to have it. The impression of luxury on a simple logo appears, and it is not surprising that the brand still occupies the top of the standings regarding selling smartphone electronic products or tablet PCs worldwide. At the beginning of its emergence, Apple brand smartphone products carry a theme with a pretty fantastic price, but after more and more new smartphone manufacturers as competitors are emerging, the cost can gradually suppress until now. Of course, with specifications that are far more durable regarding performance and luxurious impression, it is maintained. Price competition has been carried out by many new competitors. It is as if Apple companies do not glimpse it from the USA with iPhone and MacBook products. Data proves that over the past three years (2013-2015) Apple products for the smartphone category managed to Rank 2, the data came from the January issue of Trend-force in 2015. The success of Apple products was because of having a strong brand in the eyes of consumers. The brand has a vital role in shaping the image and guaranteeing the success of a product in the market. In the aspect of the marketing mix, brands play an important role in competitive advantage (Melewar et al., 2013). Apart from that, the brand is also a differentiator between each product launched in...