ANALISIS FAKTOR YANG MEMPENGARUHI PURCHASE INTENTION PRODUK KECANTIKAN LOKAL INDONESIA DENGAN PATRIOTIC BRAND IMAGE SEBAGAI VARIABEL INTERVENING DI GENERASI Y DAN Z INDONESIA
DOI:
https://doi.org/10.33578/mbi.v17i5.206Keywords:
Patriotik, Niat beli, Lokal, E-commerceAbstract
Studi ini mengidentifikasi faktor apa saja yang mempengaruhi niat beli masyarakat Kota Batam dalam niat beli produk kecantikan lokal di e-commerce. Studi ini memfokuskan niat beli produk kecantikan lokal pada generasi Y dan Z dengan menggunakan variabel independen corporate ability, corporate integrity, brand awareness, brand loyalty dan perceived quality. Kemudian, patriotic brand image sebagai variabel intervening. Variabel ini jarang diteliti oleh masyarakat sehingga ini menjadi salah satu alasan penulis memilih topik ini. Topik yang membahas tentang seberapa besar nilai patriotisme yang ada dalam diri seseorang sehingga mempengaruhi niat membeli sebuah produk. Studi ini menggunakan teknik purposive sampling dengan menggunakan smart PLS sebagai alat untuk mengolah data. Dari hasil studi membuktikan bahwa brand loyalty dan perceived quality tidak mempengaruhi niat beli seseorang.
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