IJSRP, Volume 6, Issue 8, August 2016 Edition [ISSN 2250-3153]
Naufal Iza Aberdeen, Muhammad Syamsun, MukhamadNajib
The change of marketing competition has happened where it is more likely related with consumer perception rather than the product perception. It can be built by understanding consumer’s point of view about a product. Nowadays, there are only a few researches about brand knowledge role towards consumer perceived quality and purchase intention. This research is intended to study the performance of brand awareness and image towards consumer perceived quality and purchase intention in Bogor. Two carbonated drink brands were investigated in this research. Coca cola and Big Cola were used because both brands represented the high marketing competition. This research collected and processed 100 respondents’ perception about related variable which supported by Smart PLS 3. The result for Coca Cola shows that brand awareness affects brand image, brand image affects perceived quality, and perceived quality significantly affects consumer purchase intention. However, there is a different result for Big Cola brand in which brand awareness directly affects perceived quality, and brand image directly affects consumer purchase intention.