The Impact Of Brand Personality And Brand Lifestyle Congruence On Purchase Intent With Consumer Attitude As A Mediator
DOI:
https://doi.org/10.37385/msej.v4i6.3908Keywords:
Kepribadian Merek, Kesesuaian Gaya Hidup Merek, Niat Beli, Sikap KonsumenAbstract
Penelitian ini mengeksplorasi interkoneksi yang bernuansa antara Kepribadian Merek, Kesesuaian Gaya Hidup Merek, Sikap Konsumen, dan Niat Beli. Melalui pendekatan kuantitatif dan penggunaan teknik Structural Equation Modeling, penelitian ini menganalisis hubungan langsung antara variabel-variabel tersebut. Hasil penelitian menunjukkan adanya hubungan yang signifikan antara Kepribadian Merek dan Sikap Konsumen, Kesesuaian Gaya Hidup Merek dan Sikap Konsumen, serta Sikap Konsumen dan Niat Beli. Selain itu, penelitian ini juga mengungkap efek tidak langsung yang penting, yang menunjukkan bahwa Sikap Konsumen secara signifikan memediasi hubungan antara Kepribadian Merek dan Minat Beli, serta Kesesuaian Gaya Hidup Merek dan Minat Beli. Temuan ini menggarisbawahi peran penting Sikap Konsumen sebagai mediator dalam membentuk perilaku konsumen. Pada akhirnya, wawasan yang diperoleh dari penelitian ini menawarkan implikasi strategis untuk bisnis, menekankan pentingnya menumbuhkan sikap konsumen yang positif untuk mendorong niat beli dalam lingkungan pasar yang kompetitif.
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