PENGARUH CITRA MEREK, KESADARAN MEREK, ASOSIASI MEREK, DAN PENGETAHUAN PRODUK TERHADAP NIAT PEMBELIAN IPHONE DI SURABAYA

As the demand for smartphone has increased, smartphone companies have steriously competed in winning the market share. Apple corporation’s sales has made the company as the second largest player in the market, this is exactly after Samsung corporation. In 2013, Apple’s sales, through its iPhone product, has increased quite significantly. However, this does not increase its market share; in fact, its market share is decreased. It can be analyzed that iPhone’s competitors sales have also increased, evenmore rapidly, their sales. Thus, the competitors’ market share has improved more significantly. Through this phenomenon, it is indicated that brand image, brand awareness, brand associations and product knowledge on iPhone is still moderately low, in the perspective of consumers. The purpose of this study was to determine the factors that influence purchase intention. The main focus of this study is four independent variables (brand image, brand awareness, brand associations and product knowledge) and purchase intention. The sampling technique used was judgment sampling. The research instrument was a questionnaire distributed to 120 respondents. By using uses multiple regression analysis with SPSS 20 for windows, the results of this study indicate that the significant positive effect of brand image and to purchase intention. significant positive effect of brand image and product knowledge on purchase intention, but brand awareness and brand associations not significant. Keywords: Brand Image, Brand Awareness, Brand Association and Product Knowledge and Purchase Intentio