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.
Author: Kalvin Langi
Journal Code: jpmanajemengg130072
