The Effect of Brand Image, Brand Awareness, and Brand Association on Smartphone Purchase Intention (Case Study in Denpasar)

ABSTRACT :Purchase intention is the consumer’s intention to buy a certain product or visit a certain service shop. Consumer purchase intention is also inseparable from the factors of brand image, brand awareness, and the product’s brand association. This study aims to determine consumer purchase intentions of smartphone products in Denpasar, Bali, Indonesia. This study used a sample of 100 respondents by distributing via google form. The data analysis technique is multiple linear regression. The result of this research states that brand image has a positive and significant effect on purchase intention; brand awareness has a positive and significant effect on purchase intention; and brand association has a positive and significant effect on purchase intention. This shows that brand image, brand awareness, and brand association can increase consumer purchase intention
KEYWORDS: brand image, brand awareness, brand association, purchase intention