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2 Descriptive Statistic Skewness Between -2 to +2 for
• Normality test and Kurtosis skewness test and is
between -7 to +7 for
kurtosis test.
➢ Gender Skewness: -.342 Normally
Kurtosis: -1.915 distributed
➢ Age Skewness: .116 Normally
Kurtosis: -1.005 distributed
➢ Ethnicicity Skewness: -.032 Normally
Kurtosis: -1.586 distributed
➢ Region Skewness: .149 Normally
Kurtosis: -1.016 distributed
➢ Level of Education Skewness: -.124 Normally
Kurtosis: -.967 distributed
• Reliability Cronbach’s >0.7 (DeVellis 2003)
Alpha
➢ Brand Awareness RELIABLE
➢ Brand Association RELIABLE
➢ Perceived Quality RELIABLE
➢ Brand Loyalty RELIABLE
➢ Purchase Intention RELIABLE
3 Inferential Statistic Multiple p-value
• Multiple Regression Regression <0.05 (0.95 ci)*
<0.01 (0.99 ci)**
H1: Brand awareness has a significant effect 0.911 REJECTED
on customer’ purchase intention
H2: Brand association has a significant 0.267 REJECTED
effect on customer’ purchase intention
H3: Perceived quality has a significant effect .001 ACCEPTED
on customer’ purchase intention
H4: Brand loyalty has a significant effect on .001 ACCEPTED
customer’ purchase intention

5.0 DISCUSSION AND CONCLUSION

The chapter include the discussion about research objectives and research questions constructed in Chapter 1. Besides, this chapter also
includes research implications, limitation of the research as well as the recommendations for Karisma Jaya Enterprise, the recommendations
for future researchers and conclusion.
5.1 DISCUSSION

The main purpose of this study is to study the influence of customer’s purchase intention of Karisma Jaya Enterprise’s product. In this study, we
examine the four factors of brand equity such as brand awareness, brand association, perceived quality, and brand loyalty as independent variables
on customers’ purchase intention. In the first hypothesis, the focus was on the effect of brand awareness on customers’ purchase intention. The results
of this study indicated that this hypothesis is rejected. Several studies have been conducted to investigate the impact of brand awareness on
customer purchase intention, and the results show that the impact of these factors on customer purchase intention is positive and has a significance
impact on customers’ purchase intention (Jalilvand et al., 2011). As a result, the outcome of this hypothesis contradicts the findings of Kawa et al.
(Jalilvand et al., 2011) and (Kasornbua & Pinsame, 2019). The second hypothesis is the effect of brand association on customers’ purchase intention.
The results of this study indicated that this hypothesis is also rejected. The conclusions of this hypothesis also contradict the findings of Kawa et al.,
who claim that brand association has a significant effect on purchase intention.

Another hypothesis was the effect of perceived quality on customer’s purchase intention. This hypothesis was supported, revealing that product
quality has a large and favourable impact on customers' purchase intentions. In previous studies, the relationship between these two variables was
investigated and indicated a positive impact of product quality on customers’ purchase intention (Jalilvand et al., 2011) and (Brzozowska-woś, 2013).
As a result, the findings of this study are consistent with past research. Furthermore, according to the results of multiple regressions, perceived quality
has a high factor of influencing customers' buy intention, indicating that perceived quality is a crucial element in consumer purchase intention. The
fourth hypothesis examined the effect of brand loyalty on customer purchase intentions. This theory was also supported. The findings of this
hypothesis are compatible with the findings of (Jalilvand et al., 2011) and (Brzozowska-woś, 2013). We can justify that brand loyalty to Karisma
Jaya Enterprise products is high, and brand loyalty may be considered as a determinant for customer buy intention. Continuous product quality
improvement and brand loyalty might result in a high yield for the organisation.

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