Brand Personality to Predict Brand Trust, Brand Attachment and Purchase Intention: Study on Cosmetic Products in Jakarta
- 10.2991/assehr.k.200515.022How to use a DOI?
- brand personality, brand trust, brand attachment, purchase intention
This research aims to examine factors which are able to predict purchase intention by observing brand personality as an independent variable, brand trust and brand attachment as the mediation variables and purchase intention as a dependent variable. Descriptive cross-sectional is chosen as the research model of this research using data which was collected with the questionnaire survey method and analyzed with SEM-PLS in order to know the predictive and mediation ability of each observed variables. The results of this research show that brand personality can predict brand trust and brand attachment. Brand trust and brand attachment also fully mediate relationship between brand personality and purchase intention of cosmetic products.
- © 2020, 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 - Michelle Ferdinand AU - Frangky Selamat PY - 2020 DA - 2020/05/20 TI - Brand Personality to Predict Brand Trust, Brand Attachment and Purchase Intention: Study on Cosmetic Products in Jakarta BT - Proceedings of the Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2019) PB - Atlantis Press SP - 125 EP - 130 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.200515.022 DO - 10.2991/assehr.k.200515.022 ID - Ferdinand2020 ER -