The Use of Brand Image to Increase the Desire Consumers to Buy Products

Yohan Cahyo Wibowo, Ida Bagus Raka Suardana

Abstract: This research is a qualitative descriptive study where collecting and checking the validity of data using triangulation of sources and techniques. The selection of informants by purposive sampling using primary data through interviews and observations and literature studies as well as documentation for secondary data. The conclusion of the study reveals Food brand is the main factor for the customer to buy the product. The customer's interest in buying the product all starts with the strength of the brand that is seen and becomes brand awareness to the customer until finally the customer buys the product.

Keywords: Brand, customer