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Pengaruh Kepribadian Konsumen, Kepribadian Merek, dan Kepribadian Perusahaan terhadap Preferensi Merek: Studi Kasus Produk Parfum Bersertifikat Halal
As social beings, humans tend to pay attention to their appearance to support daily activities through the use of perfume. The demand for halal products is a potential market in Indonesia, including halal perfume products. Perfume is a product that has emotional benefits, consumers can express themselves through the use of these products according to their personality. This study aims to analyze the influence of consumer personality, brand personality, and corporate personality on the preference of halal-certified perfume brands. There were 274 respondents based on an online survey conducted to consumers who had bought and used halal perfume brands in the last six months. The research data were analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM) method by SmartPLS 3.0 software and SPSS Statistics 22. The results indicate that consumer personality (conscientiousness), brand personality (sincerity and competence), and corporate personality (enterprise) significantly influence brand preference. The interaction effect between consumer personality, brand personality, and corporate personality also has a significant effect on halal perfume brand preferences..Ada Tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 13094 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Bisnis Islam Fakultas Ekonomi dan Bisnis UI 2021 |
|---|---|
| Edisi | - |
| Subjek | Brand Preference Brand personality Consumer personality Halal Certified Perfume Corporate Personality |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xiv, 177 p. ; diagr. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |