THE INFLUENCE OF FOREIGN BRANDING AND BRAND PERSONALITY TOWARDS PERCEIVED PRODUCT ADVANTAGE AND BRAND IMAGE AND ITS IMPLICATION ON LEA JEANS’ PURCHASE INTENTION

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.