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5.2 OBJECTIVE 1: TO INVESTIGATE THE EFFECT OF BRAND AWARENESS ON CUSTOMER’S PURCHASE
INTENTION

Brand Awareness's Influence on Purchase Intention. The findings of this study show that brand awareness has no significant effect on
purchase intention because the product is not well known by the public, so consumers are unaware of the brand. Consumers will prefer to
buy products with brands they are familiar with over products whose brands are new to them. It is possible to conclude that the greater a
consumer's awareness of a brand, the greater their buy intention. This demonstrates that the researchers' research is inconsistent with past
studies indicating that brand awareness has a significant and favourable influence on purchase intention.

5.3 OBJECTIVE 2: TO INVESTIGATE THE EFFECT OF BRAND ASSOCIATION ON CUSTOMER’S PURCHASE INTENTION

The Effect of brand association on Purchase Intention. The findings of this study show that brand association has no significant effect on
purchase intention because the product is not well known by the public and thus consumers are not associated with the brand. Consumers
will tend to buy products with brands they are already familiar with rather than products with brands that are still unfamiliar to their ears.
The stronger a consumer's association with a brand, the greater their buy intent. This demonstrates that the researchers' findings are
inconsistent with past studies indicating that brand association has a significant and favourable influence on purchase intention

5.4 OBJECTIVE 3: TO INVESTIGATE THE EFFECT OF PERCEIVED QUALITY ON CUSTOMER’S PURCHASE
INTENTION

The Influence of Perceived Quality on Purchase Intention. According to the findings of this study, perceived quality has a substantial effect
on purchase intention because superior quality can raise customer happiness, improve product performance, and create a strong competitive
advantage in the target market or higher consumer interest. Higher quality product is difficult to find, and this is what often creates curiosity
and interest in consumers. When people see and experience the quality of food products, a desire to purchase them arises. Thus, it means that
the research is in line with previous research that perceived quality can influence purchase intention.

5.5 OBJECTIVE 4: TO INVESTIGATE THE EFFECT OF BRAND LOYALTY ON CUSTOMER’S PURCHASE INTENTION

Brand Loyalty's Impact on Purchase Intention. According to the findings of this study, brand loyalty has a considerable influence on purchase
intent. This is due to the fact that a positive customer relationship and engagement can increase product performance and provide a significant
competitive advantage in the target market or higher consumer interest to purchase. As a result, the study in line with previous findings that
brand loyalty influences purchase intent.

5.6 RESEARCH IMPLICATION

According to the findings of the study, perceived quality and brand loyalty have an impact on customers' purchase intentions. Furthermore,
the study discovered that perceived quality and brand loyalty have the greatest influence on customer purchase intention. As a result,
businesses may maintain and improve their product quality in order to attract more current and potential customers to purchase Kasih Bonda
Mee Kuning. Kasih Bonda Mee Kuning, for example, can add a Halal certified label to the packaging and improve the noodle's expiry date.
As a result, customers will be more likely to buy or repurchase the noodle product. As stated in the problem statement, Mee Kuning's sales
and profit are declining, which is exacerbated by the spread of Covid-19 pandemics and the emergence of new competitors. This study
demonstrates that brand loyalty has a major impact on customer purchase intent. As a result, businesses can engage in promotional activities
on a seasonal basis to attract more customers and keep them loyal to the product. Customers who care about the company's engagement are
more likely to purchase the product, which leads to increased sales and profit. Businesses could market their products on social media,
WhatsApp, Telegram, and other platforms to attract customers. Social media usually the most effective way to increase the engagement in
short term due to the loyal followers. As a result, followers will buy whatever products are associated to the business on social media as a
way of showing their support for the brand. Finally, the study's findings could contribute further empirical data to the literature on brand
equity factors and customer purchase intention by studying their antecedents such as brand awareness, brand association, perceived quality,
and brand loyalty.

5.7 LIMITATIONS OF THE STUDY

There are several limitations in the study. The limitations include the area of the study, demographics, and items of the questionnaires. The
study was conducted in Temerloh, Mentakab and Jerantut area. The questionnaire was solely delivered through online platforms such as
Telegram, WhatsApp, and social media. The respondents were limited to those who have tried or purchase Kasih Bonda Mee Kuning by
Karisma Jaya Enterprise. Furthermore, SPSS was used in the study to evaluate the correlations between brand awareness, brand association,
perceived quality, brand loyalty, and purchase intent. Aside from that, because the p-values for brand awareness and brand association are
greater than 0.05, both hypotheses are rejected. According to the findings, only perceived quality and brand loyalty have a substantial effect
on customer purchase intention.

5.8 RECOMMENDATIONS FOR KARISMA JAYA ENTERPRISE

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