Page 67 - MARSIUM'21 COMP OF PAPER

THE INFLUENCE OF THE BRAND EQUITY ON CUSTOMER’S PURCHASE

INTENTION: A CASE STUDY OF KARISMA JAYA ENTERPRISE

Rabiatul Alya Najihah Binti Zulfadzli, Dr. Nor Zafir binti Md Salleh

Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru

*Corresponding author: alya1998@graduate.utm.my

Abstract

The purpose of this study is to investigate the influence of brand equity factors on purchase intention using
Aaker's well-known conceptual framework in the F&B industry. A model of customers' purchasing

intentions is presented that encompasses the primary factors of brand equity such as brand awareness,
brand association, perceived quality, and brand loyalty. Because these connections have such a significant

impact on marketing methods, brand equity dimensions have become critical for micro-SME. According

to the report, marketers should carefully evaluate the components of brand equity when developing their
branding strategies. Marketers must also adapt their branding strategies to each marketing environment

and increase brand loyalty to avoid consumer switching behaviour. In this study, a quantitative method
will be used. A survey will be distributed to current customers who have a presence on WhatsApp’s and

social media sites in order to collect data. These specifics assist us in better understanding Karisma Jaya

Enterprise's growth and brand equity.

Keywords: Brand equity, Purchase intention, Consumer behaviour, Micro SME

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