The Relationship Between Brand Equity and Perceived Value on Purchase Decision among Shopee Consumers in KLang Valley, Malaysia

Abstract

The purpose of this research is to test the influence of consumer’s behavior towards a business on how it affects the purchase intention in a business context by implementing Aaker’s model method and to test the relationship between brand equity and perceived value on purchase intention among Shopee consumers for Klang Valley Residence. In this research, a questionnaire was developed and distributed to 400 Klang Valley residents who understand Shopee as an online shopping platform. The data gathered from respondents was analyzed using IBM SPSS 28 Software. Multiple regression analysis was used to test the relationship between the four factors (brand association, brand awareness, perceived quality, and brand loyalty) and purchase intention. The test shows that all four variables, brand association, brand awareness, perceived quality, and brand loyalty, have a positive relationship with purchase intention. Meanwhile, brand associations were found to have the greatest positive relationship with purchase intention towards Klang Valley residence choosing Shopee as their preferred online shopping platform. Other than that, a few limitations are provided, which will send important suggestions for future development studies.