PENGARUH HARGA DAN KEPRIBADIAN MEREK  TERHADAP NIAT BELI DENGAN CITRA MEREK  SEBAGAI VARIABEL MEDIASI: STUDI PADA PENGGUNA PRODUK SCARLETT WHITENING

Hari Purnomo; Raharjo Raharjo

doi:10.53363/buss.v5i2.404

Authors

Hari Purnomo Universitas Pembangunan Nasional "Veteran" Jawa Timur
Raharjo Raharjo Universitas Pembangunan Nasional "Veteran" Jawa Timur

DOI:

https://doi.org/10.53363/buss.v5i2.404

Keywords:

Price, Brand Personality, Brand Image, Purchase Intention, Scarlett Whitening, Harga, Kepribadian Merek, Citra Merek, Niat Beli

Abstract

This study analyzes the influence of price and brand personality on purchase intention with brand image as a mediating variable among Scarlett Whitening product users. The research uses quantitative methods with PLS-SEM analysis on 120 respondents who meet the criteria of being at least 17 years old and having used Scarlett Whitening products. The results show that price and brand personality have positive and significant effects on both brand image and purchase intention, while brand image has a positive but not significant effect on purchase intention. These findings indicate that price perception and brand personality play important roles in shaping consumer purchase intention. The research model proves valid in explaining consumer behavior towards Scarlett Whitening products

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