Increasing Purchase Intention Through Brand Personality

DOI

10.2991/aebmr.k.210831.082How to use a DOI?

Keywords

brand personality, cosmetics, purchase intention

Abstract

This study aims to determine the influence of brand personality on purchase intention. Data were gained by using explanatory survey involving 200 respondents as the samples and analyzed by using the Structure Equation Model (SEM). The findings of the study revealed that brand personality has a positive and significant effect on purchase intention. Companies are required to develop emotionality aspects to get a good response from consumers by creating romantic feelings and touching consumers’ feelings through their products such as color, physical form, or promotion

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Puspo Dewi Dirgantari
AU  - Shofiah Sholehah
AU  - Bambang Widjajanta
PY  - 2021
DA  - 2021/09/02
TI  - Increasing Purchase Intention Through Brand Personality
BT  - Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020)
PB  - Atlantis Press
SP  - 411
EP  - 416
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210831.082
DO  - 10.2991/aebmr.k.210831.082
ID  - Dirgantari2021
ER  -