Analysis of the Influence of Brand Equity Elements on Consumers Purchase Intention of Packaged Tea Products

The goal of this study was to examine the relationship between brand awareness, association, perceived quality, and loyalty consumer preference, as well purchase intention. Additionally, it examined preference interest in purchasing an intervention variable. research conducted purposefully from November December 2022. Data sources were obtained through online survey results (primary data) literature (secondary data). Sampling using incidental sampling method based on Lemes how formula with unknown population size produces a minimum 100 samples. collection used questionnaire Likert scale 1-4. Descriptive analysis SEM-PLS, which are utilized analyze data, processed Smart PLS 3.0 software. findings demonstrated that awareness variables had direct impact preferences, however association quality judgments did not. While associations, do not directly affect intention, characteristics have customer buying interest. intention does indirectly depend quality.