THE EFFECT OF BRAND IMAGE, BRAND TRUST, BRAND AWARENESS AND BRAND EXPERIENCE ON PURCHASE INTENTION (THE CASE OF UNGGUL RENT CAR, JAKARTA)

Abstract

The Indonesian people's primary demand is transportation, and the car is one of the most commonly used vehicles. Many businesses will prioritize their core operations and will not consider investing in a car; as a result, they will be more likely to rely on rental services. The objective of this research was to determine the effect of brand image, brand trust, brand awareness, brand experience on purchase intention to use car rental services at Unggul Rent Car Jakarta. Sample in this research amounted of 225 valid respondent used Purposive Sampling. To analyse the data, this study used a quantitative method with Statistical Product and Service Solutions (SPSS). The value of R Square explains that the intention to use car rental services at Unggul Rent Car Jakarta is influenced by brand image, brand trust, brand awareness and brand experience by 67.8% while the remaining 32.2% is influenced by other variables not used in this research. The results of the research are that brand image, brand awareness and brand experience all has a significance effect on purchase intention at Unggul Rent Car Jakarta, except brand trust has not significance effect. For further research, the other variables may be used, which might lead the study has more other results.