Increase Purchase Intention through Brand Personality
P. D. Dirgantari, Shofiah Sholehah & B. Widjajanta

Universitas Pendidikan Indonesia

Abstract

This study aims to determine the influence of brand personality on purchase intention. The method used is an explanatory survey with a sample size of 200 respondents. The analysis technique used is the Structure Equation Model (SEM). The findings of this study indicate that brand personality has a positive and signifi-cant effect on purchase intention. Companies must be able to develop aspects of emotionality in order to get a good response from consumers by creating romantic feelings and touching consumers feelings through their products such as through color, physical form or promotion.

Keywords: Purchase Intention; Brand Personality; beauty & cosmetic

Topic: Marketing Management