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All Journal Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Fauzy, Aulia Shabrina
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Decision Sciences, Operations Research & Management

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The Effects of Brand Equity on The Intention to Purchase the Products of Beadzyful Fauzy, Aulia Shabrina; Susilowati, Christin
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 1 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.1.15

Abstract

Purpose – This study aims to examine the effect of brand equity on purchase intention of Beadzyful products, focusing on the dimensions of brand awareness, perceived quality, and brand association.    Design/methodology/approach  – This study employs an explanatory research design using a quantitative approach to analyze the relationships between brand equity variables and purchase intention. Data were collected from 152 respondents using a non-probability sampling method with purposive sampling technique. The respondents completed a Likert-scale questionnaire, and the data were analyzed using IBM SPSS Statistics 26.   Findings – The results indicate that brand awareness, perceived quality, and brand association each have a positive influence on purchase intention. These findings suggest that stronger brand recognition, higher perceived product quality, and favorable brand associations contribute to increased consumer intention to purchase Beadzyful products.   Originality/value – This study contributes to brand equity literature by providing empirical evidence of how its key dimensions collectively influence purchase intention in the context of a small creative business. The findings offer practical implications for entrepreneurs in strengthening brand equity to enhance consumer buying interest.
Co-Authors Christin Susilowati