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