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

Rohman, Fathur (2024) An Analysis of the Relationships between Brand Equity, Purchase Intention, Purchase Behavior, Short-Term Happiness, and Long-Term Happiness in the Fashion Industry. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.

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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.

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT
Divisions: Bachelor of Management
Depositing User: FATHUR ROHMAN
Date Deposited: 03 Jul 2024 03:17
Last Modified: 03 Jul 2024 03:17
URI: http://eprints.perbanas.ac.id/id/eprint/12387

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