Pengaruh Brand Image Lining Terhadap Purchase Intention pada Bulu Tangkis Mahasiswa PTS di Gading Serpong

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.