FROM PERCEPTION TO LOYALTY: EXPLORING THE IMPACT OF PERCEIVED BRAND AUTHENTICITY ON CONTINUOUS PURCHASE INTENTION

Juwita Djaruma; Keni Keni

doi:10.19166/derema.v19i2.8546

FROM PERCEPTION TO LOYALTY: EXPLORING THE IMPACT OF PERCEIVED BRAND AUTHENTICITY ON CONTINUOUS PURCHASE INTENTION

Juwita Djaruma, Keni Keni

Abstract

Access to information has changed how consumers interact with brands, as they can learn more about a brand's authenticity, impacting their intention to repurchase the brand. Therefore, this study explores how perceived brand authenticity affects continuous purchase intention and examines the mediating role of brand experience. Authenticity was assessed on an instant noodle brand through three dimensions: heritage, quality commitment, and sincerity. The descriptive research used PLS-SEM for data analysis. Data were collected from 210 Generation Z consumers who had used the brand, selected via convenience sampling. The findings of this study underscore the importance of brand experience in mediating the relationship between brand authenticity and continuous purchase intention. Quality commitment and heritage positively and significantly influence brand experience but do not directly affect continuous purchase intention. Conversely, sincerity positively and significantly influenced brand experience and continuous purchase intention. The brand experience itself also significantly influences continuous purchase intention. Thus, brands should leverage their authenticity to enhance customer experience, boosting continuous purchase intention. This research offers valuable insights into brand management and consumer behavior, providing practical implications for creating effective brand strategies.

Abstrak dalam Bahasa Indonesia

Akses terhadap informasi telah mengubah cara konsumen berinteraksi dengan merek, karena mereka dapat mempelajari lebih banyak tentang keaslian merek, yang berdampak pada keterlibatan mereka dan niat untuk membeli kembali merek tersebut. Oleh karena itu, penelitian ini mengeksplorasi bagaimana persepsi keaslian merek mempengaruhi niat pembelian berkelanjutan dan mengkaji peran mediasi dari pengalaman merek. Keaslian dinilai pada merek mi instan melalui tiga dimensi: komitmen kualitas, warisan, dan ketulusan. Penelitian deskriptif ini menggunakan Partial Least Square-Structural Equation Modeling untuk analisis data. Data dikumpulkan dari 210 konsumen Generasi Z yang telah menggunakan merek tersebut, dipilih melalui convenience sampling. Temuan dari penelitian ini menekankan pentingnya pengalaman merek dalam memediasi hubungan antara keaslian merek dan niat pembelian berkelanjutan. Komitmen kualitas dan warisan secara positif dan signifikan mempengaruhi pengalaman merek tetapi tidak secara langsung mempengaruhi niat pembelian berkelanjutan. Sebaliknya, ketulusan secara positif dan signifikan mempengaruhi pengalaman merek dan niat pembelian berkelanjutan. Pengalaman merek itu sendiri juga secara signifikan mempengaruhi niat pembelian berkelanjutan. Dengan demikian, merek harus memanfaatkan keaslian mereka untuk meningkatkan pengalaman pelanggan, sehingga meningkatkan niat pembelian berkelanjutan. Penelitian ini memberikan wawasan berharga tentang manajemen merek dan perilaku konsumen, memberikan implikasi praktis untuk menciptakan strategi merek yang efektif.

Keywords

perceived brand authenticity; brand experience; continuous purchase intention

DOI: http://dx.doi.org/10.19166/derema.v19i2.8546

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