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Marketing products is frequently not easy. Besides the need for brands and/or products to be recognized by consumers, they must be prominent among the other brands and/or products, which hopefully in turn will develop an interest in them and the intention to buy. The prominent brands and/or products usually become so because they comprise of a number of factors, such as good quality, good design, and good customer value. In addition, the performances of the brands and/or products really meet the consumers’ expectations, and conform to the consumers perceptions of them. While the consumers’ intentions to buy are generally generated by their attitudes and subjective norms, the purpose of this study is to investigate the influence of product leadership in producing the customers’ intention to buy through the customers’ perception of value and quality. Data were acquired from a sample which consisted of 100 respondents who were interested in and wanted to buy Dagadu T-shirts. The sample itself was withdrawn by using the judgment method. The data were then analyzed using Amos 5.0 and SPSS 16.0. The result showed that product leadership affected consumers’ perception of value and quality, which sequentially generated the consumers’ intention to buy through the consumers’ attitude and subjective norm. Keywords: product leadership, perceived quality, perceived value, intention to buy

THE POWER OF PRODUCT LEADERSHIP IN GENERATING CUSTOMERS’ INTENTIONS TO BUY: THE CASE OF DAGADU