Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020)

Increasing Purchase Intention Through Brand Personality

Authors
Puspo Dewi Dirgantari, Shofiah Sholehah, Bambang Widjajanta
Corresponding Author
Puspo Dewi Dirgantari
Available Online 2 September 2021.
DOI
10.2991/aebmr.k.210831.082How to use a DOI?
Keywords
brand personality, cosmetics, purchase intention
Abstract

This study aims to determine the influence of brand personality on purchase intention. Data were gained by using explanatory survey involving 200 respondents as the samples and analyzed by using the Structure Equation Model (SEM). The findings of the study revealed that brand personality has a positive and significant effect on purchase intention. Companies are required to develop emotionality aspects to get a good response from consumers by creating romantic feelings and touching consumers’ feelings through their products such as color, physical form, or promotion

Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020)
Series
Advances in Economics, Business and Management Research
Publication Date
2 September 2021
ISBN
10.2991/aebmr.k.210831.082
ISSN
2352-5428
DOI
10.2991/aebmr.k.210831.082How to use a DOI?
Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Puspo Dewi Dirgantari
AU  - Shofiah Sholehah
AU  - Bambang Widjajanta
PY  - 2021
DA  - 2021/09/02
TI  - Increasing Purchase Intention Through Brand Personality
BT  - Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020)
PB  - Atlantis Press
SP  - 411
EP  - 416
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210831.082
DO  - 10.2991/aebmr.k.210831.082
ID  - Dirgantari2021
ER  -