THE IMPACT OF BRAND EQUITY TOWARDS CONSUMER’S PURCHASE INTENTION (An Empirical Study of Teh Botol Sosro Product, on College Student in Faculty Economics and Business University of Brawijaya Malang)

Amelia, Siska

Jurnal Ilmiah Mahasiswa FEB
Vol. 4 No. 1

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.