Brand Image toward the Purchase Intention on Family Car
L.Lisnawati; D.F. Suhendro; L.A. Wibowo

Universitas Pendidikan Indonesia

Abstract

Car is a very needed transportation and much demand by the community. Competition of business automotive in Indonesia is attractive,. The purpose of this research is how the influence of the brand image on purchase intention. The type of this research are verificative. The method used is cross sectional with a population size of 588 and a sample of 238 respondents. The method used is simple random sampling. The findings in this research show that the brand image is high in category, while the purchase intention is low. Brand image has a positive and significant influence on purchase intention.

Keywords: Brand Image, Purchase Intention

Topic: Marketing Management