PENGARUH CITRA MEREK, KUALITAS YANG DIRASA, DAN NILAI YANG DIRASA TERHADAP NIAT BELI BLACKBERRY DI SURABAYA

Now a days, the competition between phone developer in Indonesia reach its peak. There are some of strong brand such as Blackberry, Nokia, Samsung, and iPhone. Blackberry become a strong brand and product in Indonesia because of its capability to fulfill consumer needs of social media connection with its Blackberry Messenger. But day by day Blackberry start losing the competition and losing its consumer. Their consumer start to move to the other phone with more interesting function like Samsung with its Android operation system and iPhone with its iOS. The aim of this research is to examine the impact of brand image, perceived quality, and perceived value on purchase intention on Blackberry in Surabaya. The data was gathered with 125 questionnaires and examined using AMOS 21 software in Structural Equation Modeling. Based on the result of this research, it found that brand image has positive significant impact on perceived quality and perceived value but for purchase intention of Blackberry in Surabaya it has insignificant impact.] Keywords: Brand Image, Perceived Quality, Perceived Value, Purchase Intention