Abstract:
With the growing world of sports today especially in badminton, badminton brand requires manufacturers to
continue to innovate products to expand and grow its market share. Various marketing strategies have been carried
out by the Li-Ning brand to strengthen its brand image in the minds of consumers. Expected various strategies that
have been made by Li-Ning is able to strengthen the positive image of Li-Ning and maintain leadership in Li-Ning
as one of the leading brand badminton the most desirable, and which lead to brand image can affect consumers in
making purchasing decisions that have an impact on increase purchase intention of brand Li-Ning. The purpose of
this study was to determine the effect of variables Brand Image on Purchase Intention. The sampling technique used
is Probability Sampling, using a type of stratified sampling. The sample in this study is the student badminton club
in Gading Serpong PTS. The data obtained were processed using SPSS 19 for Windows Evaluation Version. The
analysis showed that each variable brand image capable of affecting Purchase Intention.
