Abstract:
The study was aiming to point out consumers’ low purchase intention to purchase
Lea Jeans products compared to any other brands in the similar product category by
assessing the influence of foreign branding and brand personality to raise the purchasing
intention towards the products of Lea Jeans where perceived product advantage and
brand image were nominated as the intervening variables. The object of the study was the
consumer of LEA Jeans products with 300 respondents as sampled, who is varied from
adolescent college students to professional adults. Using Structural Equation Model
(SEM) analyzing technique operated through AMOS 20.0 software, to increase the
customer purchase intention to buy Lea Jeans Products, the variables analyzed in the first
flow have shown that foreign branding has no significant influence on perceived product
advantages but perceived product advantage also has a noticeable effect on the purchase
intention; while in the second flow, the results has shown that brand personality has no
significant influence on brand image, but brand image has significant effect to the
purchase intention of Lea Jeans.
