THE INFLUENCE OF BRAND AWARENESS, BRAND IMAGE AND BRAND EQUITY ON BRAND ATTITUDE AND ITS IMPACT ON INTEREST IN BUYING MOTORCYCLE BRANDS.

Currently, the marketing aspect does not only focus on product function, but will focus more on brand competition. Successful products or services always have a strong or dominant brand in the market. This research aims to (1) determine the influence of brand awareness, brand image and brand equity on attitudes, brands and their impact on interest in purchasing certain motorbike brands in Ambon City, (2) determine the differences between brand awareness, brand image, brand equity and brand attitude each brand of motorbike which has a significant positive effect. The research population is respondents who already own one of the three brands and respondents who are interested in buying one of the three brands spread across Ambon City. The sample was determined using nonprobability sampling using a purposive sampling method with a sample size of 300 people. The research results show that brand awareness, brand image and brand equity have a significant positive effect on brand attitude and brand attitude has a significant positive impact on interest in buying certain motorbikes in Ambon City. The research results also show that brand awareness, brand image and brand attitude on Honda motorbikes are very positive and significant when compared to the Yamaha and Suzuki brands and brand equity of the Yamaha brand is very positive and significant when compared to the Honda and Suzuki brands. The conclusion obtained from this research is that by establishing good brand awareness, creating a positive brand image and sustainable brand equity management, it will shape consumer attitudes towards brands and will automatically encourage people's buying interest in motorbike brands in Ambon City. [ABSTRACT FROM AUTHOR]