PENGARUH CITRA MEREK, KESADARAN MEREK, DAN KEPERCAYAAN MEREK TERHADAP NIAT PEMBELIAN SABUN MUKA POND’S DI SURABAYA

The increasingly competitive world of cosmetics competition to win market share in Indonesia. Many companies are involved in competing for substantial market share including Pond's facial soap produced by PT. Unilever Tbk. Strategy marketing is one that used to get a lot of customers. Creating customers is the main goal for the company. One of the goals of growing the company's intention to purchase prospect. On the data index of top brand products manufactured by PT. Unilever Tbk is Pond's, in 2013 has decreased 34.9%. It is indicated that the brand image, brand awareness, and brand trust is still low thus affecting purchase intention. The purpose of this study was to deermine the factors that influence purchase intention. The main focus of this study is three independent variables brand image, brand awareness, and brand trust and purchase intention as dependent variable.The sampling technique used was judment sampling. The research instrument was a questionnaire distributed to 100 respondents in Surabaya. By using uses multiple regression analysis in SPSS 20 for windows. The results of this study indicate that brand image, brand aweness and brand trust have significant simultaneously have impact on purchase intention soap Pond's in Surabaya. With variable test results pertial brand image, and brand awareness significantly influence the purchase intention face soap Pond’s in Surabaya, brand trust variables did not significantly influence the purchase intention face soap Pond's in Surabaya Keywords: Brand Image, Brand Awareness, Branf Trust,and Purchase Intentio