The effect of brand equity on consumer purchase intention : a study of SMEs frozen food product in Kota Bharu / Rosmaliza Alias

The purpose of this study is to determine the effect of brand equity on consumer purchase intention and the researcher also interested to find out which brand equity factor that most influence on consumer purchase intention toward SMEs frozen food in Kota Bharu. Brand equity model (Aaker 1991) were used to measure the effect of brand equity on consumer intention. There are consists of brand loyalty, brand association, brand awareness and perceived quality. In collecting data, the researcher used both primary and secondary data. Moreover, this study also used questionnaire that distribute for the 70 respondent, which public people around Kota Bharu. The data collected was then tested on its reliability, and then further analyzed using frequency analysis. Besides that , Pearson correlation was use in this study to test the hypothesis .The finding shows that all four elements of brand equity factors are significant and the highest significant is brand loyalty factor that influence consumer purchase intention SMEs frozen food in Kota Bharu . Based on the result obtained from this study, the researcher suggests some recommendation that can help SMEs entrepreneur in developing more effective brand strategy in marketing their product.