The Effect of Social and Personality Factor on Attitude Toward Brand and Purchase Intention

The purpose of this research is to examine the influence of social and personality factors on attitude toward brand and purchase intentions. It is carried out because currently, the purchase of branded bags overgrows in Indonesia. In this research, sampling employed non-probability with the purposive sampling technique. The data collection technique in this research uses a questionnaire distributed online according to predetermined criteria i.e., branded bag consumers who had purchased a minimum once in the last six months. The samples of this study are buyers of branded bags in Indo-nesia, which are 150 respondents. The method utilized is Structural Equation Modeling (SEM). The findings indicate that social and personality factors influenced consumer purchase intention. Social and personality factors influenced purchase intention mediated by attitude toward brand. In addition, the relationship between the social factor and purchase intention was moderated by hedonic value. Likewise, personality factors and purchase intention were moderated by hedonic value.


INTRODUCTION
A bag is a complementary fashion product that cannot be separated from a woman's appearance.One type of fashion that has grown significantly in recent times is branded bags.This phenomenon increases along with the rapid development of the fashion world, especially women's bags.Various foreign and local manufacturers are involved in this business, especially if the bag is one of the famous designers and brands.In addition to functionality, bags are also popular in terms of visual appearance.The better the materials used to decorate and make the bags varied and unique, the more consumers will look for them, and they are priced at relatively high prices (Yanuarsari, 2015).It has prompted several bag manufacturers to offer limited edition bags.It is one of the main attractions for consumers to compete to get these bags.This limited-edition bag is also sold at a relatively expensive price.
A bag that is sold at a price of tens of millions is a luxury brand.Luxury brands are the highest level of prestigious brands, including several physical and psychological values (Wiedmann et al., 2007).Branded bags created by world-renowned designers for some women have a very high value, like some men who give very high value to luxury cars (Juggessur & Cohen, 2009).
According to Wisal (2013), women will be willing to spend more than their income capacity; although it is expensive and difficult to get luxury bags with well-known brands, these bags that cost millions to billions of millions of rupiah are often used by Indonesian socialites to show social status.The higher the value of the price spent for a bag, the higher the community's appreciation level, which considers the bag's owner as a classy person (Yanuarsari, 2015).It has become a phenomenon for women, in which bags that were once only a complement to the function of storing belongings for women's needs have now turned into a determinant of a person's socio-economic class and lifestyle (Wisal, 2013).
The increase in the bag business is related to consumer behavior, which is closely related to the decision-making process to obtain and use goods and services to meet their needs (Armstrong et al., 2014).Consumer behavior is influenced by external and internal factors.One of the internal factors is a person's personality, and one example of an external factor is the consumers' desire to look the same as their role model.For example, a woman who has a role model for an artist or celebrity who becomes a brand ambassador or often uses luxury fashion items also wants to have the same luxury fashion item.With high purchase intentions, it is where the development of fashion bags has become an increasingly rapid business opportunity.The value that becomes the consumer's perception is the difference between what consumers have sacrificed and what will be obtained later (Kotler, 2012).Hedonic value focuses on the attractive, more subjective, and results of the experience of pleasure and pleasure.Consumers who pursue hedonic value focus on the attractive and pleasurable aspects of shopping even though the purchase objectives are not achieved.
The higher the consumer's desire, the higher the number of companies that produce and sell luxury bags.The purpose of this research was to examine the influence of social and personality factors on attitude toward brand and purchase intentions.It was carried out because currently, the purchase of branded bags overgrows in Indonesia.Research can also be developed to create a marketing strategy and increase the number of officially branded bag outlets in Indonesia to increase Indonesia's market share.Armstrong et al. (2014) state that a product is everything that can be owned, cared for, used, or consumed, and can be offered to the market to satisfy wants/needs.Products can take the form of things, tastes, activities, people, places, organizations, and ideas.The existence of a competitive advantage compared to other similar products gives added value to a product.Consu-mers will feel comfortable consuming a product if the product provides benefits as needed.

Product Quality
Improving product quality can have an impact on increasing profits.It can be achieved because improving product quality can positively impact increasing sales.Companies become more responsible for market demand, which may experience various kinds of changes.The quality improvement also provides flexibility in pricing because it is possible for the producer to be the product's initiator.Improved quality also impacts increasing the image of producers in consumers' eyes (Heizer & Render, 2006).

Brand
According to the American Marketing Association (AMA), a brand is a name, symbol, sign, design, or a combination thereof, aiming to give identity to the goods being sold.Through a brand, it can differentiate one product from another.The brand is a complex symbol that includes six aspects: attributes, benefits, values, culture, users, and product personality (Armstrong et al., 2014).

Purchase Intention
The purchasing decision is individual activities directly involved in making decisions to purchase products offered by the seller.According to Armstrong et al. (2014), the definition of purchasing decisions is the stage in the buyer's decision-making process, where consumers actually buy.Decision-making is an individual activity directly involved in obtaining and using the goods offered.

Hedonic Value
The concept of hedonic value cannot be separated from the understanding of consumer value, which means that understanding consumer perceptions' value will be increasingly visible by understanding hedonic value.The value that becomes the consumer's perception is the difference between what consumers have sacrificed and what will be obtained later (Kotler et al., 2019).Consumers who have high hedonic value may not achieve satisfaction with a product's functional aspects and desire to get more pleasant stimuli from the product (Kotler, 2012).
According to Phau and Teah (2009), the consumer factor depended on the opinion of other people, who were experts about bags.This dependence would be even greater when consumers had absolutely no information and knowledge about certain bags.Vulnerability to information made consumers always depend on family, friends, the environment, and experts for opinions about fashion items, namely bags.Based on the explanation above, thus the hypotheses 1 can be formulated as follows: H1: Social factor has a positive and significant effect on purchase intention According to Wang et al (2005) personality factors, self-recognition of the social environment is very high; So as to make the interest in buying branded bags high, besides social status and recognition from the environment are the main factors in buying branded bags that are known to their family or friends, causing social recognition.So that it produces a very high value in the interest in buying branded bags.Based on the previous literature, hypothesis 2 can be stated as follows: H2: Personality factor has a positive and significant effect on purchase intention Eroglu et al. (2003), the higher the social factor, the higher the positive value for attitude toward the brand.The intention to buy branded bags was greater when consumers had information and knowledge about certain bags.From the social factor, consumers would find out, ask, and depend on other people's opinions who were experts about bags.From the opinions and testimonials of previous consumers, it increased purchase intention, which was getting higher (Phau and Teah, 2009).Based on the previous literature, hypothesis 3 can be stated as follows: H3: The relationship between social factor and purchase intention is mediated by attitude toward brand Phau and Teah (2009) showed that the attitude toward brand mediated the relationship between consumer attitudes and responses.Attitude toward brand was a mediator of consumer behavior towards purchase intention of branded bags; the higher the attitude toward brand, the more positive the purchase intention would be.Purchases were also driven by the fact that these branded bags are increasing of good quality.Hence, for respondents who have bought branded bags, it is better for them to buy the branded bags they want and still show their social status.Based on the previous literature, hypothesis 4 can be stated as follows: H4: The relationship between personality factor and purchase intention is mediated by attitude toward brand Wang et al. (2005) which found that social factor influenced purchase intention, with hedonic value as a moderating variable.The hedonic value of a product could influence consumer behavior, especially regarding consumer emotions and feelings.Consumers like, enjoy freedom, express joy, feel happiness, and it will generate satisfaction.The consumer factor depended on the opinion of other people, who were experts about bags.This dependence would be even greater when consumers had absolutely no information and knowledge about certain bags.Vulnerability to information made consumers always depend on family, friends, the environment, and experts for opinions about fashion items, namely bags.Purchases were also driven by the fact that these branded bags are increasing of good quality.Based on the previous literature, hypothesis 5 can be stated as follows: H5: The relationship between social factor and purchase intention is moderated by hedonic value Wang et al. (2005) reveal that personality factor influenced purchase intention, with hedonic value as a moderating variable.The hedonic effect impacted user engagement with the purchase of branded bags.The intention to buy a bag lies in branded bags' quality ability to satisfy consu-mers' aesthetic pleasures and hedonistic pleasures.Shopping for branded bags provides not only adventure for consumption but also a satisfaction that will stimulate and encourage consumers to buy branded bags.Hedonic value is seen as the consumer's experience of enjoying an emotionally satisfying experience associated with shopping activities, regardless of whether the purchase was made or not.Based on the previous literature, hypothesis 6 can be stated as follows: H6: The relationship between personality factor and purchase intention is moderated by hedonic value

METHOD
This research is a quantitative study using survey data collection techniques.Quantitative research is carried out based on data collected, processed, and presented into meaningful information for managerial and economic decision making (Kuncoro, 2011).Quantitative research tries to measure something appropriately (Cooper & Schindler, 2014).
The survey method is a measurement process employed to gather information about events through highly structured interviews with or without human interviewers (Cooper & Schindler, 2014).The survey aims to obtain data that can be compared across the selected sample to find similarities and differences (Cooper & Schindler, 2014).
The sample is a part of the target population that has been carefully selected to represent a population's characteristics (Cooper & Schindler, 2014).In this research, sampling was carried out using non-probability sampling, meaning that the researchers did not randomly select the samples in this study.The researchers utilized the purposive sampling technique to take research samples, where samples were taken according to specific criteria to obtain samples with the desired characteristics (Cooper & Schindler, 2014).
In this study, a sample of 150 respondents was obtained.The data type used primary data, and the data were collected using a questionnaire distributed online.In this study, the respondents' criteria were women and men aged 18-56 years, domiciled in Indonesia, had branded bags, and had made at least one purchase in the last six months.The time limit for the last six months was so that respondents' answers could be appropriately presented and under current conditions.
The questionnaire used for this study consisted of three parts.The first part con-tained a brief introduction and a profile of the researchers, which explained the research aims and objectives.The second part was about the respondent's identity, including gender, age, occupation, domicile, monthly expenses, and the average nominal expenditure per transaction.The third part was about the social factor (SF), personality factor (PF), attitude toward brand (AT), hedonic value (NH), and purchase intention (PI).The fourth part comprised gratitude for the availability of being a respondent in this study.
The method of analysis in this research uses Structural Equation Modeling (SEM) analysis, which is a multivariate technique by combining aspects of factor analysis and multiple regression which can explain the relationship between variables measured simultaneously (Hair et al., 2006).SEM is a multivariate techni-

RESULTS AND DISCUSSION
According to the demographic characteristics results obtained, the number of female respondents (90.0 percent) was more than that of male respondents (10.0 percent).Respondents with the largest domicile were DKI Jakarta Province (58.0 percent) and DI Yogyakarta Province (28.7 percent).Most respondents were 31-40 years old (70%) and 26-30 years old (18 percent).Respondents who had purchased branded bags were Louis Vuitton (60.2 percent), then Chanel (19.3 percent), and Prada (9 percent).
On 150 respondents in this research, the data validity test was carried out and resulted in excellent data validity.Based on Table 1, it can be seen that 20 items of questions contained in five variables, namely social factor (SF), personality factor (PF), attitude toward brand (AT), hedonic value (NH), and purchase intention (PI), had been grouped according to each va- riable.It could be concluded that this research data was considered to meet the criteria for construct validity; namely, the value was higher than 0.50 so that it could be processed further.The KMO MSA value obtained was 0.918, where this value was higher than the requirement of 0.5 so that the variables in this research were considered valid.Besides, the significance value obtained was 0.000, so it could be inferred that the question items in this research could be further processed for factor analysis.The reliability test results shown in Table 1 reveal that of the five variables in this research, all variables had a value above 0.70, so it could be denoted that the variables in this research were reliable.
Descriptive statistics were conducted to determine an overview of the research data regarding respondents' answers to the questionnaire questions.Table 3 is descriptive data from the variables used in this research.
Based on the statistical results of Table 3, it can be seen that all the variables in this research had a standard deviation value close to or above 0.5, so it could be signified that the data obtained from respondents had varied data, meaning that the respondents' answers varied in the appropriate category (less than the mean value).
The correlation matrix between variables in this research was carried out to determine the relationship between variables.In this research, there were five variables to determine each relationship between variables.The test employed was Pearson Correlation Product Moment with SPSS.The criteria used are that the higher the correlation value between variables, the higher the relationship between the two variables.To see the amount of correlation between variables, r-count> r-table could be compared, where r-table was obtained from df = N-2 (150-2 = 148), and the significance level of 0.05 was 0.160.If the relationship between variables produces a value ≥ of 0.160, then the two variables significantly correlate.Table 4 is the correlation matrix test results between variables.Table 4 displays that the correlation value between variables was positive.A positive value signified that an increase in a variable would positively correlate to the variables being compared.The highest correlation was the relationship between attitude toward brand and purchase intention variables, which was 0.589.It indicated that the two variables had the highest relationship.Meanwhile, the variable with the lowest correlation was the social factor and personality factor variables, which was 0.392.These results indicated that low correlation occurred in variables that did not directly influence each other.
Based on Table 5, the absolute fit indices, which consisted of chi-square, GFI (Goodnessof-Fit Index), and RMSEA (Root Mean Square Error of Approximation), showed mixed results.In the Absolute fit indices group, the chi-square value obtained in this study was 170.116,where this value was expected to be smaller than the chi-square table value.The chi-square value in this research could be considered low because it was smaller than the chi-square table, with a value of df = 193, and at the 0.05 significance level, the value obtained was 226.413.In this research, the GFI value was obtained at 0.912, indicating a value greater than 0.90, so it was considered good (Black & Babin, 2019).The RMSEA value obtained was 0.000, suggesting a value smaller than the recommended 0.08 so that it could be considered good (Black & Babin, 2019).
In this research, the incremental fit indices, consisting of NFI (Normed Fit Index), CFI (Comparative Fit Index), and TLI (Tucker Lewis Index), revealed mixed results.Based on Table 4 above, the NFI value was 0.994, greater than the recommended NFI value of 0.90, so that it could be considered good.The CFI value obtained was 1,000, indicating a value greater than 0.90, so it was considered good (Black & Babin, 2019).The TLI value obtained was 1.010, denoting a value greater than the recommended 0.90, so it could be considered good.Furthermore, the parsimony fit indices, comprising AGFI (Adjusted Goodness of Fit Index), CMIN/DF, and PNFI (Parsimony Normed Fit Index), also exhibited mixed results.The AGFI value obtained in this research was 0.884, smaller than 0.90, so it could be considered bad.The CMIN/DF value of 0.881 was considered good because it was smaller than the recommended value, which was 2.00.The PNFI value obtained was 0.789, higher than the recommended PNFI value of 0.60, so it could be considered good.
The hypothesis testing results can be seen in the table, with a predetermined significance  (Black & Babin, 2019).
The first hypothesis in this research states that social factor has a significant positive effect on purchase intention.Based on Table 4 above, it can be seen from the hypothesis testing results that the estimated value was 0.150 and the cr value was 2.309, higher than 1.96.It indicated that social factors had a significant effect on purchase intention.It signified that the higher the social factor, the more positive value increased on purchase intention.A positive estimate value implied that the more encouragement from social factors on someone, the more positive the attitude toward the brand.Social factors had the most significant contribution.The consumer factor depended on the opinion of other people, who were experts about bags.This dependence would be even greater when consumers had absolutely no information and knowledge about certain bags.Vulnerability to information made con-sumers always depend on family, friends, the environment, and experts for opinions about fashion items, namely bags.
The second hypothesis in this research is that the personality factor has a significant positive effect on purchase intention.Table 4 illustrates the hypothesis testing results: an estimated value of 0.290 and a cr value of 2.339, which was greater than 1.96, meaning that personality factor had a significant positive effect on purchase intention.It denoted that the higher the personality factor, the more positive the value would be towards purchase intention.A positive estimate value indicated that the higher the value of a person's personality factor, the higher the purchase interest in branded bags.From the personality factor, having self-recognition from the social environment was very high; thus, it made the interest in buying branded bags high.This study's results occurred because, according to respondents, the quality of branded bags was different from local brand bags.Besides, social status and recognition from the environment were the main factors in buying branded bags known by The third hypothesis in this research states that the relationship between social factor and purchase intention is mediated by attitude toward brand.Based on the hypothesis testing results in Table 4, there was an estimated value of 0.076 and the cr value on the effect of 2.946, higher than 1.96.It indicated that the relationship between social factor and purchase intention was mediated by attitude toward brand.The results of testing the third hypothesis support the research hypothesis results by Eroglu, Machleit, and Davis (2003).According to Phau and Teah (2009), the higher the social factor, the higher the positive value for attitude toward brand.A positive estimate value denoted that the more encouragement from social factor on someone, the more positive the attitude toward brand.It made purchase intention even higher.The intention to buy branded bags was greater when consumers had information and knowledge about certain bags.From the social factor, consumers would find out, ask, and depend on other people's opinions who were experts about bags.From the opinions and testimonials of previous consumers, it increased purchase intention, which was getting higher.
The fourth hypothesis in this research is that the relationship between personality factor and purchase intention is mediated by attitude toward brand.Based on the hypothesis testing results in Table 4, there was an estimated value of 0.100 and a cr value of 2.278, greater than 1.96, meaning that the relationship between personality factor and purchase intention was mediated by attitude toward brand.The results of testing the fourth hypothesis reinforce the research hypothesis results carried out by Phau and Teah (2009) which showed that the attitude toward brand mediated the relationship between consumer attitudes and responses.Attitude toward brand was a mediator of consumer behavior towards purchase intention of branded bags; the higher the attitude toward brand, the more positive the purchase intention would be.Purchases were also driven by the fact that these branded bags are increasing of good quality.Hence, for respondents who have bought branded bags, it is better for them to buy the branded bags they want and still show their social status.Thus, it can be said that the stronger a person's attitude toward brand, the higher their intention to buy branded bags.
The fifth hypothesis in this research is that there is a relationship between social factor and purchase intention moderated by hedonic value.Based on the hypothesis testing results shown in Table 4, there was an estimated value of 0.003 and a cr value of 2.588, greater than 1.96, which signified a relationship between social factor and purchase intention moderated by hedonic value.The results of testing the fifth hypothesis corroborate the research hypothesis's results by Wang, Zhang, Zang, and Ouyang (2005) which found that social factor influenced purchase intention, with hedonic value as a moderating variable.The hedonic value of a product could influence consumer behavior, especially regarding consumer emotions and feelings.Consumers like, enjoy freedom, express joy, feel happiness, and it will generate satisfaction.The consumer factor depended on the opinion of other people, who were experts about bags.This dependence would be even greater when consumers had absolutely no information and knowledge about certain bags.Vulnerability to information made consumers always depend on family, friends, the environment, and experts for opinions about fashion items, namely bags.Purchases were also driven by the fact that these branded bags are increasing of good quality.Therefore, for respondents who have bought branded bags, it is better for them to buy the branded bags they want and still show their social status.Thus, it can be stated that the stronger a person's attitude toward brand, the higher their intention to buy branded bags.This research's sixth hypothesis states a relationship between personality factor and purchase intention moderated by hedonic values.Based on the hypothesis testing results displayed in Table 4, there was an estimated value of 0.003 and a cr value of 2.665, higher than 1.96.It implied that there was a relationship between personality factor and purchase intention moderated by hedonic values.The results of testing the sixth hypothesis verify the research hypothesis conducted by Wang et al. (2005) which revealed that personality factor influenced purchase intention, with hedonic value as a moderating variable.The hedonic effect impacted user engagement with the purchase of branded bags.The intention to buy a bag lies in branded bags' quality ability to satisfy consumers' aesthetic pleasures and hedonistic pleasures.Shopping for branded bags provides not only adventure for consumption but also a satisfaction that will stimulate and encourage consumers to buy branded bags.Hedonic value is seen as the consumer's experience of enjoying an emotionally satisfying experience associated with shopping activities, regardless of whether the purchase was made or not.

CONCLUSION AND RECOMMENDATION
Several conclusions could be drawn based on the influence of each independent variable on all dependent variables.In this study, the samples taken were female and male respondents aged 18-56 years, domiciled in Indonesia, had branded bags, and made at least one purchase in the last six months.The first conclusion was that social factor had a significant positive effect on purchase intention.The second conclusion was that personality factor had a significant positive effect on purchase intention.The third conclusion was that the relationship between social factor and purchase intention was mediated by attitude toward brand.The fourth conclusion was that the relationship between personality factor and purchase intention is mediated by attitude toward brand.The fifth conclusion, the relationship between social factor and purchase intention, was moderated by hedonic value.Finally, the relationship between personality factor and purchase intention was moderated by hedonic value.

The limitations in this study include:
This study generalizes branded bags for consumers in the sense of not focusing on one particular brand of branded bags that are highlighted as a reference for filling out questionnaires.This is because the focus of research is focused on attitude and buying intentions in making purchasing decisions on branded bags.
The dissemination of questionnaires is conducted online so that there is a possibility of multiple filling by an individual which can lead to bias for research.
The rapid development of technology and information in Indonesia can cause the topics and managerial implications in this study to be less relevant.It could be that Luxury Brand companies have realized this at the same time as this research is being made.
Based on the findings, several suggestions are produced for further research.In this study, respondents were dominated by age 31-40 years, and most workers had already had an income.Therefore, the suggestion for further research is that it can be in the form of research by looking for other respondents with different demographic groups.Subsequent research can also examine other variables that can influence attitude toward brand and purchase intentions of other branded goods, which are of great interest to consumers in Indonesia.Further research can also be developed to create a marketing strategy and increase the number of officially branded bag outlets in Indonesia to increase Indonesia's market share.

Figure 1 .
Figure 1.Research Framework often ask questions and gather information from friends or family about bags before buying SF3: I want to know what brand of bags impresses others SF4: I often try to buy bags of the same brand as someone else's Personality Factor PF1: A comfortable life is important to me Phau and Teah (2009) PF2: An interesting life is important to me PF3: I need social recognition PF4: I will buy a bag just because of status Attitude Toward Brand AT1: I am interested in the status of branded bags Phau and Teah (2009) AT2: I would pay more for a branded bag if I could raise my status AT3: I am always one of the first to try new bags AT4: I have a lot of bags with popular brands Hedonic Value BI1: I feel happy shopping for branded bags Prashar, Sai Vijay, and Parsad (2017) BI2: I shop for branded bags to forget about problems BI3: I find a different sensation when shopping for branded bags BI4: I discover new things when shopping for branded bags Purchase Intention BL1: I want to buy a branded bag Phau and Teah (2009) BL2: I give branded bag recommendations to others BL3: I buy branded bags for other people BL4: I buy paying attention to the price and quality of the bag que for determining structural relationships and is used to assess how well the proposed model is compatible with the results obtained from the data that has been collected.SEM analysis was performed using Analysis Moment of Structural (AMOS) version 23 software.

Table 2 .
Rotated Component Matrix

Table 3 .
Descriptive Statistics of Data

Table 4 .
Correlation Matrix between Variables

Table 5 .
Results of Goodness of Fit Index

Table 6 .
Hypothesis Testing Results