The Influence of Brand Image and Lifestyle on Purchase Intention Mediated by Consumer Attitude on Personal Care Products with Regional Comparison as Multigroup Moderator (Study on Consumers in Banda Aceh VS Lhokseumawe)

Abstract

This study aims to examine the effect of brand image and lifestyle on purchase intention which is mediated by consumer attitudes towards personal care products with regional comparisons as moderating multigroup (Study on Consumers in Banda Aceh and Lhokseumawe). The population was consumers who bought personal care products from the Nivea brand in Banda Aceh and Lhokseumawe. The sampling technique used was Quota Sampling with the number of respondents as many as 200 people consisting of 100 people in the Banda Aceh area and 100 people in the Lhoksumawe area. Data were collected by distributing questionnaires directly to all respondents and measured using a Likert scale and tested using SEM-AMOS. The results reveal that brand image and consumer attitude affect purchase intention, lifestyle does not affect purchase intention, brand image and lifestyle affect consumer attitudes, consumer attitude partially mediates the brand image role in purchase intentions, and consumer attitude fully mediates the lifestyle role in consumer purchase intention. The result of different test on two groups of consumers in Banda Aceh and Lhokseumawe proves that the lifestyles of consumers in Banda Aceh and Lhokseumawe are different. This is because the impact of consumer lifestyle on the intention to buy Nivea personal care products will increase if sold in Banda Aceh City compared to sales in Lhokseumawe City.