PERCEIVED BRAND EQUITY INFLUENCING INTENTION BEHAVIOR OF OTOP NAWATWITHI TOURISM COMMUNITY

Abstract

Abstract—This research aimed to study perceived brand equity that influence intention behavior of OTOP Nawatwithi tourism community. The sample was 385 general consumers interested in the product of OTOP Nawatwithi tourism community by using multi-stage sampling method. Data was collected using the generated questionnaires with the validity and reliability tested. The statistics used in the analysis were mean, standard deviation, and Multiple regression analysis. The results of the research revealed that the respondents emphasized on perceived brand equity in all aspects at high level. The hypothesis testing revealed that the perceived brand equity in the aspect of brand awareness, perceived brand quality, brand loyalty and brand awareness have positively affected intention behavior of OTOP Nawatwithi tourism community which the variables can jointly forecast with significant at .05. The highest multiple regression coefficients were brand awareness, followed by perceived brand quality, brand association and brand association, respectively. While the perceived brand equity in the aspect of brand loyalty did not affect intention behavior of OTOP Nawatwithi tourism community.