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Source Credibility, Perceived Quality, and Attitude Towards Brand as Predictor on Purchase Intention of Local Beauty Products

10 citations0/0 files storedAdvances in economics, business and management research/Advances in Economics, Business and Management Research

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Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification Consumer Perception and Purchasing Behavior

Abstract

This study aims to determine the prediction of source credibility, perceived quality, and attitude toward brands on purchase intention in the local beauty products.Data were collected using an online questionnaire, that distributed via Google form.The total samples were 168 respondents, in which 132 respondents could be used.All data were analyzed using the Partial Least Square -Structural Equation Modeling (PLS-SEM) method, by using SmartPLS 3.0 software.The results of this research showed that perceived quality and attitude toward brand have a positive and significant prediction on purchase intention.However, source credibility does not have a positive prediction on purchase intention.The results of the study indicate that the firm needs to determine the right marketing strategies to increase purchase intention, in order to compete with other local brands.

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1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 2000Strategic Brand Management: Building, Measuring, and Managing Brand Equity.2012The impact of electronic word-of-mouth communication: A literature analysis and integrative model 2010The Effect of Store Image and Service Quality on Brand Image and Purchase Intention for Private Label Brands 2017Social eWOM: does it affect the brand attitude and purchase intention of brands?2011The influences of electronic word‐of‐mouth message appeal and message source credibility on brand attitude 2021Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention 2014Analysing the Effect of Social Media on Brand Attitude and Purchase Intention: The Case of Iran Khodro Company

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