The success of a business depends on how successful marketing is. So that it can be said as great as any product that is owned, if not with mature marketing, it will not be something for a brand to introduce products or services to the general public, so business people can increase sales volume, expand their target market and convince consumers to be loyal to the brand.
This study aims to determine the Effect of brand awareness, perceived quality, brand association and brand loyalty on purchase intention FC Barcelona original jersey. The sample this research uses a quantitative approach, the type of sampling used is non random purposive sampling and data collection through questionnaires to the owners of FC Barcelona original jersey. Based on the results of Descriptive Analysis, Brand Awareness is in the category of "Good" with a percentage score of 65.2%. Then, Brand Loyalty is in the category of "Good" with a percentage score of 51.8%. Whereas Brand Association is in the "Good" category with a percentage score of 61.8%. And the Perceived Quality is in the “Good” category with a percentage score of 65.3% The test results were carried out with a partial test (t test) and simultaneous test (f test). Based on the results of the research, the Brand Awareness, Perceived Quality, Brand Association and Brand loyalty must improvise in promoting FC Barcelona Original Jersey Purchase Intention and readily provide education to the public so that the public can spread information joyfully.
Keywords: Brand Equity, Brand Awareness, Perceived Quality, Brand Association, Brand Loyalty, Purchase Intention?