PENGARUH BRAND FAMILIARITY DAN PERCEIVED QUALITY TERHADAP REPURCHASE INTENTION

Nugraha, Ikhlas Mufti

Journal of Business Management Education (JBME)
Vol 5, No 1 (2020)

The purpose of this research is to find out the influence of brand personality on purchase intention in member of Female Dailty in Indonesia. A total of 200 respondents were using probability sampling. A questionnaire was used a research instrument to collect data from respondents. The analisis technique used is a verification technique using of structure equation model (SEM). The research shows that brand personality  and social media marketing has an influence on purchase intention.