In the modern beverage industry, the influence of service quality and brand equity on purchase intention is examined, with particular attention to CHAGEE, a premium tea brand that blends traditional Chinese tea culture with a contemporary lifestyle concept. This study analyzes how interaction quality, physical environmental quality, and outcome quality shape customer experience and brand equity, and how these variables then affect consumers’ buying intention. As competition in the beverage market intensifies, it is essential to understand how service quality affects customer perceptions and behavioral intentions to build sustainable brand relationships. A quantitative research design was used, drawing on data collected from 338 active CHAGEE consumers. The data were analyzed with SPSS 27 and AMOS 29 to assess validity, reliability, and the proposed structural model. The results show that all three service quality dimensions have a positive and significant effect on customer experience and brand equity. In addition, customer experience and brand equity significantly affect buying intention, underscoring the role of emotional experience and brand perception in motivating consumers to make purchase decisions.

Keywords

Service Quality, Interaction Quality, Physical Environmental Quality, Result Quality, Customer Experience, Brand Equity, Buying Intention.