An Analysis of the Relationships between Brand Equity, Purchase Intention, Purchase Behavior, Short-Term Happiness, and Long-Term Happiness in the Fashion Industry
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Institusion

Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya

Author

Rohman, Fathur

Subject

658 - GENERAL MANAGEMENT 

Datestamp

2024-07-03 03:17:51 

Abstract :
Companies are actively striving to enhance their brand equity. This study aims to investigate the impact of brand equity on purchase intention and in turn, consumer purchasing behavior and both short-term and long-term happiness. In addition, this study investigates the mediating role of purchase intention in these relationships. The participants in this study were individuals who have previously purchased an Indonesian fashion brand. There were 265 participants. This study found brand equity significantly influences purchase intention and in turn, purchase behavior as well as short-term happiness and long-term happiness. Furthermore, purchase intention mediates the influence of brand equity on purchase behavior and the influence of brand equity on both short-term happiness and long-term happiness. 

File :
Artikel Ilmiah.pdf
Cover.pdf
Bab I.pdf
Bab II.pdf
Bab III.pdf
Bab IV.pdf
Bab V.pdf
Lampiran.pdf