Jurnal STORE BRAND FAMILIARITY AS A MODERATING VARIABLE ON THE EFFECT OF PERSONAL INVOLVEMENT ON STORE BRAND BUYING INTENTION

Jurnal STORE BRAND FAMILIARITY AS A MODERATING VARIABLE ON THE EFFECT OF PERSONAL INVOLVEMENT ON STORE BRAND BUYING INTENTION

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Salim, Muhartini
  

(2018)

STORE BRAND US FAMILIARITY A MODERATING VARIABLE ON THE EFFECT OF PERSONAL INVOLVEMENT ON STORE BRAND BUYING INTENTION.

    Asia-Pacific Management and Business Application, 7 (1).
     pp. 17-30.
     ISSN 2252-8997
  

  

  

Abstract

This is a brand that has a personal influence and store brand at a store named Indomaret in Bengkulu City. This study also examines how store brand familiarity, as a moderating variable, influences personal involvement of store brand purchases. The data in this study is obtained from a questionnaire distributed to 200 respondents who are the products of the brand at Indomaret in Bengkulu City. The method of analysis used is the SmartPLS 2.0 as a method that was used to identify the variables studied. The results that show clearly that personal involvement and store brand familiarity both have a partial effect on store brand buying intention. Further, store brand familiarity does not have a moderating effect on personal involvement in store brand buying intention. Brand buying intention is a first to identify store brand familiarity as a moderating variable.

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