PENGARUH CITRA MEREK, PENGETAHUAN PRODUK, DAN PENGARUH SOSIAL TERHADAP NIAT BELI SAMSUNG GALAXY S SERIES BAGI PELANGGAN DI SURABAYA

In the era of today's modern communication technology, development and innovation becomes more intense, made the brand image is very important for the company to capture the broader market as well in this competition era, product knowledge and social influences also be important in meeting the needs of customer’s. The Samsung criteria into top Smartphone vendor sales after launching its first Galaxy S Series in 2010 and sales declined in 2013, then, this study focused on the types of products Samsung Galaxy S Series on the influence of brand image, product knowledge, and social influences on purchase intention Samsung Galaxy S Series for customer’s in the city of Surabaya, Indonesia. Research method used is a quantitative method of primary data with questionnaire and distributed to one hundred twenty respondents. The results of this study demonstrate that the partial significant positive effect on brand image to customer’s on purchase intention,but product knowledge no significant effect on purchase intention, and social influence significant positive effect on purchase intention.The results of this study indicate that simultanly brand image, product knowledge, social influence significant positive effect on customer’s purchase intention. The results showed, if the brand image and increase social influence, then, would be to increase purchase intention. Key-words: Brand Image, Product Knowledge, Social Influence, Purchase Intention