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217 Geby Firstania Rolanda Rambe (2022)

Kousha, 2014) stated that "three major themes of intimacy emerged: 1) the firm's empathy; 2) consumer commitment; and 3) consumer
satisfaction." According to the evaluations above, intimacy refers to the closeness of client relationships with certain businesses that develop
through direct or indirect interaction.

2.3.1 Purchase Intention

A future intention to buy or acquire a certain item or service has been extensively addressed in the literature as a predictor of subsequent
purchasing. According to researchers, when customers recognise a firm or brand, this might result in attitudinal or behavioural changes.
According to Aaker and Keller (1990), people are loyal to brands when they are aware of the brand and it has a positive image. Increased
brand awareness results in an increase in consumer trust and purchase intention. Consumers who are familiar with firms and brands will have
a greater propensity to purchase; similarly, a product with a higher brand awareness will have a greater market share. According to some
researches, well-known brands with a high level of awareness are more likely to have customers repurchase their brand and other items in
the future than other brands, and they will never abandon their allegiance or move to another brand under any circumstances. Consumers'
good thoughts about a brand motivate them to make a purchase.

2.4 RESEARCH FRAMEWORK MODEL

Brand Image

Mystery

Purchase
Sensuality Intention

Intimacy

Figure 1: Research framework for Effect Brand Image On Purchase Intention

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