PENGARUH KUALITAS PRODUK, CITRA MEREK, LOYALITAS MEREK TERHADAP NIAT BELI BATIK DANAR HADI DI SURABAYA

In the very tight business competition of batik, brand image is very important for the company, positive brand image is formed with good product quality, therefore consumers will be loyal to company brand image and the intention to buy products will increase. This research is using analysis tools of linear regression SPSS version 16.00, and the result of this research is that product quality variable has no significant influence on purchase intention, brand image has significant influence on purchase intention, and brand loyalty has significant influence on purchase intention. Keywords : quality product, brand image, brand loyalty, purchase intentio