Garuda - Garba Rujukan Digital

Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT

Vol 4 No 3 (2019)

Herwin, Herwin (Unknown)
Mariah, Mariah (Unknown)

Publish Date
30 Oct 2019

This study aims to analyze the influence of brandâ€™s personality on purchase intention with Brand Trust as an Intervening Variable on Esgotado Bag. This research is quantitative using data collection methods of questionnaires and observations in stores and studios of Esgotado Bags. Data analysis techniques use Structural Equation Modeling (SEM) as a data processing model. This research is expected to understand the influence of brand's personality on purchase intention with brand trust as an intervening variable. The result of this research is that Brand Personality has an effect on Buying Interest, Brand Trust Affects the Intention to Buy Esgotadoâ€™s bag, Brandâ€™s Personality has no effect on Intention to Buy Esgotadoâ€™s bag. Keywords: brand, personality, trust, intention, purchase.

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