Peran Keterlibatan Merek dalam Memediasi Kepriadian Merek terhadap Keputusan Pembelian Produk Kecantikan di Kota Waingapu
DOI:
https://doi.org/10.58192/profit.v5i1.4580Keywords:
Beauty Products, Brand Engagement, Brand Personality, Purchasing Decisions, Self-Congruence TheoryAbstract
This study aims to examine the influence of brand personality on purchasing decisions for beauty products, with brand engagement serving as a mediating variable based on the Self-Congruence Theory approach. The research employed a quantitative method using an explanatory survey design involving 160 respondents in Waingapu City who had previously used beauty products such as Wardah, Skintific, Scarlett Whitening, and Glad2Glow. The sampling technique used was purposive sampling, while the data were analyzed using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method through SmartPLS 4 software. The findings revealed that brand personality has a positive and significant effect on both purchasing decisions and brand engagement. Brand engagement was also found to have a positive and significant influence on purchasing decisions. Furthermore, brand engagement was proven to mediate the effect of brand personality on purchasing decisions significantly. The results indicate that consumers are more likely to choose beauty products with brand characteristics that align with their self-identity, lifestyle, and personal values. The stronger the emotional attachment consumers have toward a brand, the greater the likelihood of making a purchase decision. This study implies that beauty product companies need to develop strong, attractive, and consistent brand personalities while enhancing consumer engagement through social media and interactive marketing communication to increase purchasing decisions.
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