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Library's collection Library's IT development CancelIn recent years, fashion industry has become one of the important sectors
in Indonesia. Thus, competitors such as H&M, Forever 21 and Uniqlo rushes to
dominate Indonesia's market. The higher competition in the industry forces Zara
to strengthen its position by building its brand equity, which can trigger the
customer's purchase intention. Therefore, this research aims to analyze the impact
of brand equity on the customer's purchase intention of Zara's products. This
research will analyze the conceptualization of brand equity adopted from Aaker,
which consists of brand awareness, brand association, perceived quality, and
brand loyalty.
Ninety-two samples of Zara's customer domiciled in Surabaya are used in
this research. Those samples are analyzed using multiple regression analysis. The
result shows perceived quality and brand loyalty significantly influence
customer's purchase intention of Zara's products. However, brand awareness and
brand association are not significant in influencing customer's purchase intention.