The Influence of Brand Experience and Brand Personality on Consumers Perceived Value and Repurchase Intention Skincare Branded Products: The Moderating Role of Brand Image and Perceived Price
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This research aims to determine the influence of Brand Experience and Brand Personality on Perceived Value and Consumer Repurchase Intentions for skincare branded products: The Moderating Role of Brand Image and Perceived Price. The data collection technique uses purposive sampling. The amount of data collected was 250 respondents. The measurement scale uses a Likert scale (1-5). The analytical tool used in this research uses Structural Equation Modeling (SEM-PLS). This research aims to explore the influence of Brand Experience and Brand Personality on Perceived Value and Consumer Repurchase Intentions: The Moderating Role of Brand Image and Perceived Price on the Skincare product. The first finding from this research shows that brand experience has a significant positive effect on the brand personality of the skincare product. The second finding from this research shows that brand experience has a significant positive effect on brand personality, perceived value of the Skincare product. The third finding from this research shows that brand personality has a significant positive effect on the brand personality skincare branded product. The fourth finding from this research shows that perceived value has a significant positive effect on repurchase intentions skincare branded product. The fifth finding from this research shows that brand image does not play a moderating role in the influence of perceived value on repurchase intentions skincare branded product. The sixth finding from this research shows that price perception does not play a moderating role in the influence of perceived value on repurchase intentions Skincare branded product.
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