Abstract:
Brand Equity is very important for a product or service to survive in the market. There are four aspects of brand equity which in this research used to influence the purchase intention, such as: brand awareness, perceived quality, brand loyalty, and brand association. This research proposed to analyse the significant influence of brand equity towards purchase intention of Kartu AS around the student in President University. Also, this research proposed to know which variable that influence purchase intention the most. This research used quantitative method with multinomial logistic regression analysis to analyze the data collected from questionnaires that filled by student at President University. The results of this research are all variables are influence the purchase intention and also variable that influence purchase intention the most is brand loyalty.
