The Influence of Brand Awareness and Brand Attitude on Purchase Intention of Riau Malay Woven Products “Puteri Mas” in Bengkalis City

Abstract

The purpose of this study is to examine the influence of brand awareness and brand attitude on purchase
intention towards Riau Malay woven products "Puteri Mas" in Bengkalis Regency. Specifically, this research aims to
determine whether brand awareness and brand attitude have a positive and significant effect on purchase intention. A
quantitative approach with a descriptive method was employed, where the research is systematic, planned, and structured
from the initial stage to the research design. Data were collected through field surveys using observations, questionnaires,
interviews, library research, and documentation. The results from regression analysis show that brand awareness has a
positive and significant effect on consumer purchase intention with a coefficient of 0.369 and a significance value of
0.032, while brand attitude also has a positive and significant effect with a coefficient of 0.654 and a significance value
of 0.001. Additionally, t-test results confirm the significant impact of both brand awareness and brand attitude on
consumer purchase intention, as indicated by t-values greater than the critical t-table values. Therefore, brand awareness
and brand attitude are crucial factors in influencing the purchase intention of "Puteri Mas" products in Bengkalis City