Analisis pengaruh perceived quality dan brand trust terhadap purchase intention melalui brand equity serta brand preference pada pengguna printer merek cannon di kota Samarinda --

This study Aimed to examine and analyze the impact of perceived quality adn brand trust toward purchase intention through brand equity as well as brand preference to the user of printer cannon in samarinda. The sample were taken 144 respondent. Data were analyzed using SPSS and AMOS. The finding is there is significant relationship between perceived quality on brand equity also showed significant relationship on brand trust on brand preference. Perceived quality has significant impact on brand preference as well as brand trust has significant relationship on brand equity.