PENGARUH KESADARAN MEREK, KEPERCAYAAN MEREK, PENGALAMAN MEREK, DAN KUALITAS YANG DIRASA TERHADAP NIAT BELI YAMAHA MIO DI SURABAYA

The purpose of this study is to examine the direct effect of brand awareness, brand trust, brand experience, and perceived quality on purchase intention of Yamaha Mio in Surabaya.According to population characteristic, then this study analyzing a set of 100 respondent. This study uses the non-probability sampling technique with criteria respondent that has a dominant role in purchase decision of Yamaha Mio in Surabaya.This study uses the multiple regretion analysis programming with spss 20.0 for windows software to show that brand awareness has a significant direct effect on purchase intention of Yamaha Mio in Surabaya partially. Then, brand trust has a significant direct effect on purchase intention of Yamaha Mio in Surabaya partially. Then, brand experience has a significant direct effect on purchase intention of Yamaha Mio In Surabaya. and also perceived quality has a significant direct effect on purchase intention of Yamaha Mio in Surabaya partially.The result showed that insignificant influence of brand awareness, brand trust, and brand experience whereas significant influence of perceived quality on purchase intention partially. Key words: Influence ; Brand Awareness ; Brand Trust ; Brand Experience ; Perceived Quality ; Purchase Intention ; Yamaha Mio in Surabay