Purchase intention was a type of behavioral intention, and the so-called behavioral intention indicates our subjective judgment about what we will do in the future. Therefore, purchase intention refers to the possible action intention, which can be used to predict consumer purchasing behavior. Blackwell et al (2005) stated that purchase intention is part of behavioral intentions and that behavioral intentions are a cognitive plan to perform a defined action or possible behavior on an object. Each concept of behavioral intention represents the individual's projection or particular behavior expected to be performed. According to Kotler (2010) purchase intention can define how consumer behavior occurs when the consumer is stimulated by external factors and arrives at a purchase decision based on his or her personal characteristics and decision-making process. Figure 2.1: AIDA Model (Kotler, 2007) This AIDA model can serve as a purchase intention tool because to some extent it has in common with advertising strategies. Furthermore, this AIDA model can also take consumers from unaware of the product to aware of the product (Ghirvu, 2013). The AIDA model also known as the purchase funnel. As we know, the AIDA model was usually used in advertising, but I think it is also suitable for the purchase intention stage. Purchase intention was closely related to the AIDA model for solving problems encountered in consumers' daily lives. It is also an important element that contributes to a good purchase intention. As stated by Kotler (2007), the AIDA model consists of Attention, Interest, Desire and Action. The “A” represents attention or awareness and the ability to attract consumers' attention. At this stage, consumer and product were related to each other. In this... in the middle of the paper... w. This is because consumers were unaware of these branded products due to lack of promotion and advertising to draw consumers' attention to their brand. Additionally, KR1M store locations were also far from consumers' residents. Therefore consumers preferred the nearest stores rather than wasting time searching for the KR1M store. This is because, in the minds of consumers, KR1M products have a level of quality that does not bother them as much as well-known brands that have high quality. For manufacturer-brand products, purchase intention was high. This is because the manufacturer's branded products were well known and have their own brand image in the minds of consumers. Besides that, consumers also have more knowledge about these products due to aggressive promotion by manufacturers through mass media and even print.