Brand Personality to Predict Brand Trust, Brand Attachment and Purchase Intention: Study on Cosmetic Products in Jakarta

摘要

This research aims to examine factors which are able to predict purchase intention by observing brand personality as an independent variable, brand trust and brand attachment as the mediation variables and purchase intention as a dependent variable. Descriptive cross-sectional is chosen as the research model of this research using data which was collected with the questionnaire survey method and analyzed with SEM-PLS in order to know the predictive and mediation ability of each observed variables. The results of this research show that brand personality can predict brand trust and brand attachment. Brand trust and brand attachment also fully mediate relationship between brand personality and purchase intention of cosmetic products.