PENGARUH CITRA MEREK, KEPERCAYAAN MEREK DAN KESADARAN MEREK TERHADAP NIAT BELI MAHASISWA PADA SEPATU CONVERSE DI SURABAYA

The background of this study is the people’s need of exercise by using sneakers shoes. Furthermore, sneakers these days can also be used in many occasions. Therefore, this study is conduted to test theter or not brand image, brand trust, brand awareness have influence on student’s purchasing intention upon converse in Surabaya. The sampling technique with judgement sampling method, while the samples are existing students in Surabaya. The data collecting method used in this study is by questionnaires, taken from 100 respondents who meet the study criteria. Descriptive analysis in adopted by using SPSS 19 software for windows, while the data analysis technique used is multiple linear refression. The result show tat brand awareness has positive significant effect on purchasing intention, whiloe brand image and brand trust have no significant effect on purchasing intention. Keyword : brand image,brand trust, brand awareness, and purchase intentio