THE INFLUENCE OF BRAND AWARENESS AND BRAND IMAGE ON PURCHASE INTENTION OF SIEMENS INDONESIA : THE CASE OF VISITORS OF MANUFACTURING INDONESIA EXHIBITION 2017

Abstract

As a marketing communication in a company, building a brand is a must. The brand reflects the company, it can be through the value, the products, the environment, etc. When consumer wanted to buy a products, one of the main factors that determines their intention is from the brand of that company. From their awareness of the brand or the image of the brand from it strength, uniqueness and favorability. This research attempted to investigate the influence of brand awareness and brand image towards purchase intention, a case on PT Siemens Indonesia booth visitors in Manufacturing Indonesia exhibition 2017. The method used in this research is quantitative method. An online survey was conducted, and responses were collected from 120 respondents from Jakarta. The research concludes that brand image has a significant influence on purchase intention, while brand awareness has no influence on purchase intention and there are simultaneous influence between all independent variable on dependent variable.