THE EFFECT OF BRAND AWARENESS, BRAND SATISFACTION, BRAND TRUST, BRAND IMAGE, BRAND LOVE, AND BRAND COMPETITIVE ADVANTAGE, ON PURCHASE INTENTION (CASE STUDY OF PONDS COSMETIC)

Abstract

Cosmetics are products used to care for, beautify or enhance a person's appearance so that they can be confident in public. Cosmetics are an important need for most women and over time the use of cosmetic products tends to increase, the need for cosmetics is almost always used by the Indonesian people because it is because to care for the skin to be healthy. the development of the increasingly tight cosmetic business world forces many companies to prepare the right business strategy in order to be able to compete competitively with other competitors. So that the tight competition in the beauty business is shown by the increasing development of the beauty industry in Indonesia.This study aims to determine the effect of brand awareness, brand satisfaction, brand image, brand love, brand trust and brand competitive advantage on consumer purchase intention on a beauty product. The population of this study was Indonesian citizens and the sample is Indonesian who participated, the questionnaire distributed totaling 247 respondents. The research method used in this study is quantitative research. The results of the study showed that brand awareness, brand satisfaction, brand image, brand competitive advantage have a significant effect on purchase intention on Pond's products, while brand trust and brand love do not have a significant effect on purchase intention on Pond's products.