Brand Preference Sebagai Mediasi Faktor-Faktor Yang Mempengaruhi Purchase Intention

It is important for marketers how to make customers buy a product. The decline in the Avanza – Xenia market share 2020 and 2021 indicates that purchase intention two products carry out co-branding decreasing. This study aims examine impact of brand equity on with preference as mediator. population this were potential consumers Nasmoco Pemuda Semarang Dealers, an estimated amount could not be predicted, while sample taken was 120 respondents. collection method uses purposive sampling. finding equity, has positive significant effect preference. Brand have so proven act mediation.
 Keywords: Equity, Co-branding, preference, Purchase intention