Anteseden Behavioural Intention Pada Studi Kasus Penerapan Brand Anthropomorphic Pada Produk Properti

Abstract

A brand can be said to be Top of Mind if the company is able to choose the right strategy to use for their target market. A brand that is easy to recognize and remember, and occupies the easiest position to remember in the minds of consumers, is easily differentiated from competitors, thus becoming a source of competitive advantage in the global market. In an increasingly competitive market, companies rely on brand characters to create awareness, convey the main attributes or 
benefits of products/services, and attract consumers, so that Anthropomorphic Brand Characters that can benefit the brand can be done by building a strong identity and associations that are profitable for the company. This research uses mixed method research with a research approach that uses quantitative and qualitative methods simultaneously. In this research, data and information were collected through filling out questionnaires which were distributed to respondents. Measurements on the questionnaire used a Likert scale starting from (1), namely "strongly agree", (2) "agree", (3) "disagree" , (4) “Strongly Disagree”. The aim of this research is to confirm/know how Brand Anthropomorphic influences Brand Attitude, influences Perceived enjoyment and how to know that Self Congruence is a moderating variable on Consumer Brand Engagement (CBE), as well as to determine the mediating influence of Value Co-Creation and Brand Attitude in achieving Behavioral Intention . The contribution of this dissertation research is that it is hoped that through Anthropomorphic Brands it can have an influence on property companies in carrying out innovations in their efforts to meet customer needs and desires and through brands they can fulfill customer needs, giving a pleasant impression to customers.