PERCEIVED EXAGGERATED DAN BRAND TRUST TERHADAP REPURCHASE INTENTION MELALUI ATTITUDE TOWARD ADVERTISING (STUDI PADA PRODUK SKINCARE DI INDONESIA)
DOI:
https://doi.org/10.23969/jp.v10i2.30764Keywords:
Keyword : Perceived Exaggerated, Repurchase Intention, Brand Trust, Attitude Toward AdvertisingAbstract
This study takes the title: ‘’The Influence of Perceived Exaggeration and Brand Trust on Repurchase Intention Mediated by Attitude Toward Advertising (A Study on Skincare Products in Indonesia)’’. The aims of this study is to develop a framework to investigate the mediating role of attitude toward advertising for the relationship between perceived exaggerated, brand trust and repurchase intention.The sample in this research was 250 respondents who were taken using a purpose random sampling method. Further, structural equation model with the help of AMOS 29.0 software was used to test the relationship among the proposed constructs. This paper has considered perceived exaggerated and brand trust as exogenous construct, attitude toward advertising as a mediating construct and repurchase intention as endogenous construct. The result it shows that: (1) perceived exaggerated has a significant positive effect on repurchase intention. (2) brand trust has a significant positive effect on repurchase intention. (3) perceived exaggerated has a significant positive effect on attitude toward advertising. (4) brand trust has a significant positive effect on attitude toward advertising. (5) attitude toward advertising has a significant positive effect on repurchase intention. (6) attitude toward advertising mediate the effect of perceived exaggerated on repurchase intention. (7) attitude toward advertising mediate the effect of brand trust on repurchase intention. Keyword : Perceived Exaggerated, Repurchase Intention, Brand Trust, Attitude Toward AdvertisingDownloads
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