Purchase Intention Antecedent of Indonesian Consumer on Branded Beauty Products From Korea

International Journal of Business Society, Vol. 4, Issue 6
Utari Septiani RidianDr. Anas Hidayat
Brand AttitudeBrand ImageBrand EquityBrand PreferencePurchase Intention
PDFRegular IssueDOI: 10.30566/ijo-bs/2020.22
4Volume
6Issue

Abstract

This research aims to identify the influence of brand equity on brand preference and consumer purchase intention of branded beauty product from Korea. The population was the people in Indonesia. The samples were 250 respondents who were considered to represent the population examined with the non-probability sampling method using convenience sampling techniques. Data were processed by analysing structural equation samples using the AMOS program.Data variables used in this research consisted of brand attitude, brand image, brand equity, brand preference, and purchase intention. This research is interesting because the researcher saw that branded beauty products from Korea have succeeded in selling their products and creating a good brand in the minds of consumers. Therefore, this research focused on measuring the influence of brand attitude and brand equity, brand image and brand equity as well as the influence of brand equity on brand preferences and consumer purchase intentions of branded beauty products from Korea in Indonesia.

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Article Information

Article Details
Volume & IssueVol. 4, Iss. 6
Publication DateJul 5, 2020
Authors
Utari Septiani Ridian
Dr. Anas Hidayat
DOI
10.30566/ijo-bs/2020.22
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