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)

The objective of this research is to explain the effects of brand equity on the intention to purchase the products of Beadzyful. Using non-probability sampling method and purposive sampling technique, 152 people were selected as the respondents. The data of this explanatory research was harvested from Likert-scaled questionnaires and was analyzed in IBM SPSS 26. The results indicate that (1) brand awareness influences the purchase intention, that (2) perceived quality affects the purchase intention, and that (3) brand association also influences the purchase intention.