Abstract:
This research aimed to identify how brand equity influences the purchase
intention of natural handworks. Haritha Design uses the brand equity
variables to evaluate how they influence purchase intention. Purchase
Intention was identified as the dependent variable which is used to
evaluate the relationship between brand equity and its variables. The
independent variables were brand equity, brand loyalty, perceived
quality, brand awareness, and brand association, while the dependent
variable was purchase intention, which is analysed and evaluated using
previous literature. Haritha Design customers were used as the target
population to collect data. The sampling method used was the simple
random sampling method and 340 respondents participated in this study.
Data were gathered by Haritha Design consumers as a primary data
collection method using a questionnaire which was distributed as a
Google form. The reliability of the variables was analysed using Cronbach
Alpha Value and all 6 variables were considered to be reliable. The
correlation Coefficient was used to measure the strength of the variables
which all dependent variables confirmed to influence Purchase Intention.
Hypotheses were tested and five variables were accepted.
