Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Komversal: Jurnal Komunikasi Universal
rakhmania Hemas Amanah
Universitas Amikom Yogyakarta
Environmental Science Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Pengaruh Brand Personality terhadap Keputusan Pembelian dan Minat Beli sebagai Variabel Intervening pada Produk Kosmetik Somethinc rakhmania Hemas Amanah
KOMVERSAL Vol 4 No 2 (2022): Komversal : Jurnal Komunikasi Universal
Publisher : Program Studi Hubungan Masyarakat Politeknik LP3I

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38204/komversal.v4i2.1027

Abstract

ABSTRACT This study aims to determine the effect of Brand Personality on purchasing decisions mediated by buying interest. This type of research uses quantitative methods by distributing questionnaires through google forms. The population used in this research are followers of the SomeThinc Instagram account and have used products from SomeThinc. The sampling technique in this study was using purposive sampling technique with a total sample of 600 respondents. The analysis technique used is the path analysis method. Path analysis results X to Y With variable Z as the intervening variable, it can be concluded that the brand personality variable (X) has a direct effect on the purchase interest variable (Z) of 0.364. then for the purchase interest variable (Z) has a direct effect on the purchasing decision variable (Y) of 0.482. Meanwhile, the Brand personality variable (X) has a direct effect on purchasing decisions (Y) of 0.312 and an indirect effect of 0.306 because it is through the intervening variable that buying interest (Z) so that the total effect is 0.618. Researchers can draw several conclusions including; 1. Brand personality has a significant effect on purchasing decisions, 2. Purchase intention as an intervening variable is not able to mediate the influence of brand personality on purchasing decisions
Co-Authors