<![CDATA[The purpose of this research is to examine the influence of Brand Awareness, Brand Association, Perceived Quality and Brand Loyalty on Purchase Intention of Teh Botol Sosro consumers ready to drink tea either partially and simultaneously on Teh Botol Sosro consumers on College Student in Faculty Economics and Business University of Brawijaya Malang. Further purposive sampling technique was used in this research120 respondents. The analysis tools are Multiple Linear Regression Analysis to determine the relationship between independent variable and dependent variable. The result of the study explained that there is a significant effect between brand association and brand loyalty on consumer purchase intention. Brand awareness and perceived quality no significant effect on consumer purchase intention. Therefore, the research result shows that brand loyalty is the dominant variable that affects consumer purchase intention. Keywords: Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty and Purchase Intention.]]>
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