INCREASING PURCHASE INTENTION THROUGH STORYTELLING MARKETING AND EXPERIENTIAL MARKETING WITH BRAND EQUITY AS AN INTERVENING VARIABLE (Case Study of Rangrang Weaving Craftsmen at IKM Ngurah Gallery, Tanglad Village, Nusa Penida, Klungkung Regency, Bali Province) Kadek Danthiswari Gelgel 1) , I Gusti Ayu Wimba 2) , IA Putu Widani Sugianingrat 3) 1) Student of the Master of Management Study Program, Faculty of Business Economics and Tourism, Indonesian Hindu University, Jalan Sangalangit, Tembau, Denpasar, Indonesia 80238 2), 3) Lecturer of the Faculty of Business Economics and Tourism, Indonesian Hindu University, Jalan Sangalangit, Tembau, Denpasar, Indonesia 80238 Email:danthyswarikadek@gmail.com ABSTRACT Rangrang weaving is a traditional craft product inherited from the ancestors of Nusa Penida, Bali. IKM Ngurah Gallery as a rangrang weaving company, understands the importance of implementing marketing strategies. Proper storytelling and experiential marketing will have a positive impact on increasing consumer purchasing intentions. This research used descriptive quantitative methods, the sample size was 112 respondents, data collection techniques used questionnaires and data were analyzed using SEM-PLS. The research results show