ANALISIS PENGARUH NILAI, KESADARAN MEREK DAN NIAT BERPERILAKU KONSUMEN TERHADAP PEMBELIAN MOBIL BMW SEBAGAI LUXURY VEHICLE BRAND

This study aims to determine the effect of mechanism value, Ultimate value, and Brand consciousness on Behavior Intentions in BMW car users. This study uses primary data with a sample of 200 respondents with non-probability sampling method and sampling technique using purposive sampling method. Analysis of the data used is the influence test with the Structural Equation Modeling (SEM) test method, supported by the AMOS version 22.0 program. The results show that Mechanism value, Ultimate value, and Brand consciousness have a significant and positive influence on Behavior intentions. The results show that Brand Consciousness indirectly mediates the relationship between Mechanism value, and Ultimate value on Behavior intentions.