ANTECEDENTS PURCHASE INTENTIONS INCREASE PURCHASE DECISION TOWARDS MAYBELLINE COSMETICS CONSUMERS
Keywords:
Purchase Decision, SEM-PLS, Maybelline CosmeticsAbstract
This study aims to examine the influence of utilitarian value, hedonic value, and brand love on purchase intention and their impact on purchase decision among Maybelline Cosmetics consumers in Samarinda. The research employs a quantitative approach using primary data collected through questionnaires distributed to 119 respondents selected based on specific criteria. Data analysis is conducted using Structural Equation Modeling (SEM) with Partial Least Squares (PLS). The results indicate that utilitarian value, hedonic value, and brand love have a positive and significant effect on purchase intention. Furthermore, purchase intention also has a positive and significant effect on purchase decision. These findings suggest that both functional benefits and emotional experiences, along with strong emotional attachment to the brand, play an important role in shaping consumer interest and ultimately influencing purchasing decisions. This study contributes to the understanding of consumer behavior on the cosmetics industry, particularly in highlighting the importance of combining functional value, emotional value, and brand relationships in marketing strategies. The results are expected to provide practical insights for marketers in developing effective strategies to increase consumer purchase intention and decision.
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