| Hypothesis | Sig value | Conclusion |
| H1: There is a significant relationship between the demographic factors and consumers’ purchase intention. | Sig = 0.000. | Accepted |
| H1a: There is a significant relationship between the gender and consumers’ purchase intention. | Sig = 0.000. | Accepted |
| H1b: There is a significant relationship between the age and consumers’ purchase intention. | Sig = 0.000. | Accepted |
| H1c: There is a significant relationship between the education and consumers’ purchase intention. | Sig = 0.000. | Accepted |
| H1d: There is a no significant relationship between the income and consumers’ purchase intention. | Sig = 0.584 | Rejected |
| H1e: There is a significant relationship between the profession and consumers’ purchase intention. | Sig = 0.495 | Rejected |
| H2: There is a significant relationship between brand equity and consumers’ purchase intention of tourism performing arts. | sig = 0.000. | Accepted |
| H2a: There is a significant relationship between Perceived quality and consumers’ purchase intention of tourism performing arts. | Sig = 0.000 | Accepted |
| H2b: There is a significant relationship between brand loyalty and consumers’ purchase intention of tourism performing arts. | Sig = 0.000 | Accepted |
| H2c: There is a significant relationship between brand awareness and consumers’ purchase intention of tourism performing arts. | Sig = 0.000 | Accepted |