THE INFLUENCE OF BRAND RECOGNITION, BRAND RECALL, AND TOP OF MIND TO CONSUMER BUYING DECISION

ABSTRACT: There are several important aspects that can influence brand awareness from the company to make their products have been known in the society, which are Brand Recognition, Brand Recall, and Top of Mind. These three aspects play an important role  to create Brand Awareness for  Consumer Buying Decision. The research objective is to analyze the influence of Brand Recognition, Brand Recall, and Top of Mind to Consumer Buying Decision in aqua mineral water product on Manado.  The population in this research is the people who consume Aqua  mineral  water  in  Manado.  The  Sample  that  was  taken  from  Aqua  customers  is  100  respondents.  The conclusion are  brand recognition, brand recall, and top of mind show partially and simultaneously influence to consumer  buying  decision,  the  interpretation  shows  that  the  entire  variables  have  strong  relationship  and  the most significant influence to consumer buying decision is brand recall.

Keywords: brand recognition, brand recall, top of mind, consumer buying decision

Author: Kalvin Langi

Journal Code: jpmanajemengg130072

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