Surviving Without a Brand Ambassador: Apple After Steve Jobs

DOI

10.2991/aebmr.k.220701.050How to use a DOI?

Keywords

Brand Ambassador; Sales Rate; Share Sales Rate

Abstract

This study aims to determine how Apple Without a Brand Ambassador on Sales Level and its impact on Apple stock sales. With a quantitative descriptive method, the questionnaire was spread as a tool to collect data using PLS software. The respondents of this study were from all levels of society who have opportunities as consumers of Apple products with the Non-Probability Sampling technique or method of determining the sample by accident (accidental) with 150 samples taken. This study shows that without a brand ambassador, a positive effect on Apple Sales was found. Apple increased sales even though it does not have a Brand Ambassador. Nevertheless, there is no evidence for the non-existence of at the level of stock sales. This means that with or without a Brand Ambassador, the level of stock sales at Apple is not affected.

Further research can be done with other variables, such as the company’s performance, which is suspected to influence stock sales. There is a positive influence on Apple’s Sales Rate on the Level of Stock Sales. When Apple’s sales chart increases, the same thing happens to Apple stock charts.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Munawaroh Junaedi Misbak
AU  - Heny Hendrayati
PY  - 2022
DA  - 2022/07/12
TI  - Surviving Without a Brand Ambassador: Apple After Steve Jobs
BT  - Proceedings of the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021)
PB  - Atlantis Press
SP  - 257
EP  - 261
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220701.050
DO  - 10.2991/aebmr.k.220701.050
ID  - Misbak2022
ER  -