Methodology: Population in this study were visitors to the tourism object Gumuk Pasir Parang kusumo Yogyakarta, 150 respondents were taken as samples. Test the validity and reliability of the data. There are four measurements to test the construct validity. Convergent validity, construct reliability, discriminate validity and extracted variants. Amos is used for data analysis and hypothesis testing.

Findings: The results of this study indicate: value equity affects the purchase intention. Brand equity has a significant positive effect on purchase intention. Relationship equity has a significant positive affects on purchase intention. Purchase intention influences WOM behavior.

Conclusions: Value equity can be formed through adequate service quality, comfort and the ability to provide reasonable prices for customers. Brand equity can be formed through increasing customer awareness of the existence of the product. Creating customer service can be done through understanding and fulfill customer needs and desires. Emotional ties are always enhanced. Customer satisfaction is always improved. Satisfied customers can disguise good information about the product.