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"Penelitian ini merupakan evaluasi terhadap Dominasi Apple di pasar Smart Tablet dengan produknya, iPad. Ini bertujuan untuk mengungkap metodologi yang digunakan oleh Apple untuk mencapai pangsa pasar mereka, serta bagaimana teknik ini menghasilkan hambatan masuk bagi perusahaan kecil lainnya ke pasar tablet. Studi ini bertujuan untuk menganalisis metodologi ini melalui harga, produk, dan sudut pandang struktur pasar. Sampel untuk penelitian ini adalah kumpulan jurnal ekonomi tentang evolusi iPad Apple sebagai produk, serta berbagai strategi harga dan pemasarannya, termasuk karya yang dilakukan oleh, namun tidak terbatas pada, Hanks, 2018, Tian et. al., 2016, dan O'Boyle, 2021. Studi ini juga menampilkan grafik pangsa pasar Apple selama dekade terakhir, serta keuntungan mereka yang dihasilkan dari iPad, diambil dari situs statistik ekonomi yang sangat tepercaya, Statista. Studi ini juga mencerminkan Model Bertrand, membandingkan tindakan Apple dengan model untuk mengungkap apakah Apple memproduksi tablet mereka secara kompetitif atau tidak. Hasil penelitian menunjukkan bahwa strategi yang digunakan Apple melibatkan diskriminasi harga dan diferensiasi produk yang memungkinkan Apple untuk menjual iPad mereka pada tingkat yang kurang efisien dengan harga yang jauh lebih tinggi. Hal ini menunjukkan bahwa riset pasar Apple memungkinkan mereka untuk mendapatkan informasi sebanyak mungkin tentang jenis produk apa yang diminta di pasar, dan menciptakan nilai sebanyak mungkin sesuai dengan permintaan itu. Mereka kemudian akan menjual dan memasarkan produk mereka pada tingkat yang kurang efisien untuk memaksa pesaing keluar dari pasar melalui penetapan harga, biaya, dan keunggulan pemasaran merek.

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This study is an evaluation on Apple's Dominance in the market of Smart Tablets with their product, the iPad. It aims to uncover the methodologies used by Apple to attain their market share, as well as how these techniques results in barriers to entry for other smaller firms into the tablet market. The study aims to analyze these methodologies through pricing, product, and market structure standpoints. The sample for this study is a set of economic journals on the evolution of Apple's iPad as a product, as well as their various pricing and marketing strategies, including works done by, but are not limited to, Hanks, 2018, Tian et. al., 2016, and O'Boyle, 2021. The study also features graphs on Apple's market share over the last decade, as well as their profits generated from iPad, taken from a highly trusted economic statistical website, Statista. The study also reflects on the Bertrand Model, compares Apple's actions to the model to uncover whether or not Apple are producing their tablets in a competitive manner. The results of the study shows that the strategies Apple utilizes involve price discrimination and product differentiation that allows Apple to sell their iPads at a less than efficient levels for a significantly higher price. It is shown that Apple's market research allows them to get as much information as possible on what kind of product is being demanded in the market, and create as much value as possible in accordance to that demand. They would then sell and market their product at a less than efficient level to force competitors out of the market through pricing, cost, and brand marketing advantages."

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Dalam sebuah industri dimana persamaan terjadi dalam proses bisnis mendasar, kurangnya diferensiasi antara satu perusahaan dan perusahaan lainnya merupakan salah satu masalah yang harus dipecahkan. Dengan demikian, sebuah alat promosi dibutuhkan untuk membedakan dan memberikan keunggulan kompetitif bagi satu perusahaan atas perusahaan lainnya. Salah satu cara yang digunakan oleh perusahaan diwujudkan dalam bentuk iklan, khususnya menghabiskan miliaran rupiah dalam penggunaan selebriti untuk mendukung merek mereka yang didasari oleh fakta yang mengatakan bahwa sumber informasi yang efektif sangat penting untuk mencapai pesan komunikasi yang persuasif. Tujuan dari penelitian ini adalah untuk menguji hubungan kausal antara endorser credibility, brand attitude, brand credibility, dan purchase intention terhadap perusahaan e-commerce platform yang menggunakan celebrity endorsement sebagai strategi promosi mereka. Dalam melakukan hal tersebut, penulis menggunakan model penelitian yang didasari oleh teori source credibility dan teori product differentiation guna mengeksplorasi hubungan yang telah disebutkan sebelumnya. Penelitian ini diuji kepada 520 responden dari survei yang dilakukan di Indonesia dan data dianalisis menggunakan Structural Equation Modeling, dimana endorser credibility diuji sebagai second-order construct dari model yang diajukan. Hasil penemuan dari penelitian ini menunjukkan bahwa preferensi konsumen pada endorser credibility secara positif mempengaruhi brand attitude and brand credibility, dimana variabel brand credibility memiliki dampak positif pada purchase intention.

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In an industry where similarity in the basic business process leads to a lack of differentiation, a tool of promotion is needed to distinguish and provide a competitive edge for one firm over the other. One tool used by firms is manifested in the form of advertisement, spending billions of rupiah in signing sought after celebrities to endorse their brands due to the fact that an effective source is crucial in attaining a persuasive communication message. The purpose of this study is to examine the causal relationship between endorser credibility, brand attitude, brand credibility and purchase intention of electronic commerce platforms that adopt a strategy of employing celebrities in endorsing their brand. In doing so, a research model based on source credibility theory and product differentiation theory was used in exploring the aforementioned relationship. The research was tested using 520 responses from a survey conducted in Indonesia and the data was analyzed using Structural Equation Modeling, with endorser credibility being tested as a second-order construct of the proposed model. The findings of this research indicated that consumers preference endorser credibility positively influences both brand attitude and brand credibility, with only the latter having a positive impact on purchase intention.

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