Pengaruh Citra Merek Terhadap Minat Beli (Survei Pada Mahasiswa Universitas Brawijaya Yang Menggunakan Pasta Gigi Pepsodent)

This study aimed to examine: the influence of Brand Image that consists of Corporate Image, Consumer Image and Product Image jointly onPurchase Intentio the influence of Brand Image that consists of Corporate Image, Consumer Image, and Product Image partially onPurchase Intention, and which dominant variable that influences onPurchase Intention. The type of research is explanatory research that uses quantitative approach. The sample is 112 respondents by using sampling purposive technique. Respondents are Brawijaya University students that use Pepsodent toothpaste. The data analysis technique used is descriptive analysis and multiple linier regression with regard classical assumption. The research result shows that: Corporate Image, Consumer Image, and Product Image jointly influenced onPurchae Intention, the influence partially among variable shows that Corporate Image does not significantlyon Purchase Intention, Consumer Image significantly influence onPurchase Intention and Product Image has significantly influence onPurchase Intention, Product Image is dominant variable that has influence onPurchase Intention. The result of determination coefficient test shows that variable of Corporate Image, Consumer Image, and Product Image are influenced to Purchase Intention amount to 20,2 %. The amount left over is 79,8% variable of Purchase Intention will be influenced by other variable