Brand Personality Untuk Memprediksi Brand Trust, Brand Attachment Dan Purchase Intention Nivea Di Jakarta
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Abstract
Objective of this research is to examine purchase intention’s predicted factor. Observed variables are brand personality as independent variable, brand trust and brand attachment and mediation variable, and purchase intention as dependent variable. Research model which is used in this research is descriptive cross sectional which data was only collected once in December 2018 with quesionere survey method using convenience sampling technique. The data was analysis with SEM-PLS in order to know the predictive and mediation ability of each observed variable.
Tujuan dari penelitian ini adalah untuk menguji faktor yang dapat memprediksi purchase intention. Variabel yang diteliti antara lain brand personality sebagai variabel independen, brand trust dan brand attachment sebagai variabel mediasi dan purchase intention sebagai variabel dependen. Model penelitian yang digunakan adalah deskriptif cross sectional dengan data yang diperoleh pada bulan Desember 2018 menggunakan metode survei konsumen dengan teknik pengambilan sampel convenience. Data dianalisis dengan menggunakan SEMPLS untuk mengetahui kemampuan pediksi dan mediasi dari masing-masing variabel yang diteliti.
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