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

Santi - Budiman

Abstract

The purpose of this research was to examine the influence of social and personality factor on attitude toward brand and purchase intentions. It was 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 used a questionnaire distributed online according to predetermined criteria i.e., branded bag consumers who had purchased a minimum once in the last six months. This study's sample was buyers of branded bags in Indonesia, with as many as 150 respondents. The method utilized was Structural Equation Modeling (SEM). This study’s findings indicated that social and personality factor influenced consumer purchase intention. Social and personality factor influenced purchase intention mediated by attitude toward brand. In addition, the relationship between social factor and purchase intention was moderated by hedonic value. Likewise, personality factor and purchase intention were moderated by hedonic value.

Keywords

social factor; personality factor; attitude toward brand; hedonic value; purchase intention

Full Text:

PDF

References

Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Australia: Pearson.

Black, W., & Babin, B. J. (2019). Multivariate data analysis: Its approach, evolution, and impact The Great Facilitator (pp. 121-130): Springer.

Cooper, D. R., & Schindler, P. S. (2014). Business research methods. New York: McGraw-Hill.

Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2003). Empirical testing of a model of online store atmospherics and shopper responses. Psychology & marketing, 20(2), 139-150. doi: https://doi.org/10.1002/mar.10064

Heizer, J., & Render, B. (2006). Operations Management, 8th ed. Upper Saddle River, NJ: Pearson Prenticeâ€Hall.

Juggessur, J., & Cohen, G. (2009). Is fashion promoting counterfeit brands? Journal of Brand Management, 16(5), 383-394. doi: 10.1057/bm.2008.46

Kotler, P., Keller, K., Manceau, D., & Hemonnet-Goujot, A. (2019). Marketing management. France: Pearson.

Kuncoro, M. P. (2011). Metode Kuantitatif: Teori dan Aplikasi untuk Bisnis dan Ekonomi. Yogyakarta: Unit Penerbit dan Percetakan Sekolah Tinggi Ilmu Manajemen YKPN.

Phau, I., & Teah, M. (2009). Devil wears (counterfeit) Prada: a study of antecedents and outcomes of attitudes towards counterfeits of luxury brands. Journal of consumer marketing, 26(1), 15-27. doi: https://doi.org/10.1108/07363760910927019

Prashar, S., Sai Vijay, T., & Parsad, C. (2017). Effects of Online Shopping Values and Website Cues on Purchase Behaviour: A Study Using S–O–R Framework. Vikalpa, 42(1), 1-18. doi: 10.1177/0256090916686681

Wang, F., Zhang, H., Zang, H., & Ouyang, M. (2005). Purchasing pirated software: an initial examination of Chinese consumers. Journal of consumer marketing, 22(6), 340-351. doi: https://doi.org/10.1108/07363760510623939

Wiedmann, K.-P., Hennigs, N., & Siebels, A. (2007). Measuring consumers' luxury value perception: a cross-cultural framework. Academy of Marketing Science Review, 7(7), 1-21.

Wisal, J. S. F. (2013). Hubungan antara motivasi dengan intensi membeli pada konsumen tas branded. CALYPTRA, 2(2), 1-27.

Yanuarsari, D. H. (2015). Analisis Minat Beli Wanita Terhadap Produk Tas Bermerek Original di Tengah Komoditi Produksi Tas Bermerek Tiruan Produksi Produsen Lokal. ANDHARUPA: Jurnal Desain Komunikasi Visual & Multimedia, 1(02), 110-121. doi: https://doi.org/10.33633/andharupa.v1i02.961

View Counter: Abstract - 696 and PDF - 1011

Refbacks

  • There are currently no refbacks.


Bookmark and Share