PENGARUH KESADARAN MEREK, PERSEPSI KUALITAS, DAN KEPRIBADIAN MEREK TERHADAP NIAT PEMBELIAN PRODUK J.CO DONUTS & COFFEE DI SURABAYA

Along with lifestyle modern the Indonesian people like gather with friends, so that the development of business cafe in Indonesia increasing sharp. J.CO Donuts & Coffee is one of business cafe famous in Indonesia. This study aims to described and analyze the influence of brand awareness, perceived quality, and brand personality of purchase intention to product of J.CO Donuts & Coffee in Surabaya. The kind of research this is research explanations by the quantitative approach. Data collection with the questionnaire given 100 respondents from the community Surabaya. Technique analysis the data used was linear regression multiple. The results of the study explain that consciousness brand not significant impact on intention the purchase.The results of the study also found that the perception the quality of not significant to intention the purchase, and personality brand significant to intention the purchase. Keyword : Brand Awareness, Perceived Quality, Brand Personality, Purchase Intentio