Utari Septiani Ridian; Dr. Anas Hidayat
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.
[ FULL TEXT PDF 1-10 ] DOI: 10.30566/ijo-bs/2020.22