Investigating the Effect of Brand Personality, Awareness and Experience on Purchase Intention

Abstract

A brand is a symbol that becomes a marker and a differentiator between one product and another. In plain view, brands also provide references for consumers to mark whether a product is classy or not, encouraging consumer behavior to make purchase intentions. Whether engaged in the production of goods or services, a company's success cannot be separated from the role of the brand that has been built for a long time. This study aims to determine how much of a contribution brand personality, brand awareness, and brand experience make to purchase intention. The research design uses a causal quantitative approach. For the acquisition of research data using an online questionnaire distribution instrument. The sample used in the study was 450 respondents. To examine the effect of brand personality, brand awareness, and brand experience on purchase intention, a structural equation modelling (SEM) approach using partial least squares (PLS) is used. Following the results of research data analysis, it shows that brand personality and brand experience significantly affect purchase intention. In addition, the study results also show that brand awareness does not affect purchase intention.

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