PERAN BRAND AUTHENTICITY DAN BRAND IDENTIFICATION TERHADAP BRAND PURCHASE INTENTION DIMEDIASI OLEH ONLINE BRAND RELATIONSHIP PADA MEREK X
DOI:
https://doi.org/10.59689/rp.v1i2.64Keywords:
brand authenticity, brand identification, brand trust, brand passion, brand purchase intentionAbstract
With the dynamic environment and the rapid growth of social media impacting such tight marketing, consumers are trying to eliminate this uncertainty by seeking authenticity in their daily lives, even in the products they consume and the brands they own. This study aims to analyze brand authenticity and brand identification as factors that can influence either directly or indirectly on brand purchase intentions on local cosmetic & skincare products in Indonesia. In this study, primary data was collected through a questionnaire with a number of respondents totaling 140 participants who had purchased and used the product brand under study. To analyze the data used in the study, the researcher used a data analysis technique, namely partial least squares structural equation structural equation modeling. In this study, the results studied showed that four of the six proposed hypotheses were accepted. For further research, researchers can expand the variety of products studied, not only limited to cosmetic & skincare product brands in Indonesia by considering other variables that can affect brand purchase intention. It is hoped that this research can contribute to the development of a better cosmetic & skincare product brand business strategy in the future, namely by understanding every factor that can influence consumer behavior related to consumer intention decisions in purchasing product brands.
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