<![CDATA[This research is motivated  by  the  tight  competition of  chocolate confectionery brand  in Indonesia. It impact  the brand  performance of  an  Delfi  in the last three years. This study aimed  to analyze the effect  of brand  image, brand  awareness and  perceived quality  to consumer purchase decision through  brand loyalty  as the intervening  variable. This  research was  conducted on  Chocolate  Delfi  consumer at  Diponegoro  University Semarang.The  sampling  method  used  in  this  research  is  non-probability sampling  with purposive sampling technique. Samples  were  collected from  100  respondents with the criteria of students Diponegoro University and who had ever done purchase transaction of Chocolate  Delfi  more  than  two  times.  The  analysis  method  used  in  this  study  is quantitative method  including validity and reliability  test, classic assumption test, multiple regression analysis, t test, F test, coefficient determination using SPSS and sobel test.The  result  of  this  research  showed  that  brand  image,  brand  awareness  and perceived quality  has  positive and  significant  effect  on  cunsumer  purchase  decision. Brand  loyalty  has  positive and  significant  effect  on  consumer purchase decision. The result of sobel test showed that brand image, brand awareness and perceived quality have indirect effect  on consumer purchase decision through brand loyalty.]]>
