Source Credibility, Perceived Quality, and Attitude Towards Brand as Predictor on Purchase Intention of Local Beauty Products

Abstract

This study aims to determine the prediction of source credibility, perceived quality, and attitude toward brands on purchase intention in the local beauty products. Data were collected using an online questionnaire, that distributed via Google form. The total samples were 168 respondents, in which 132 respondents could be used. All data were analyzed using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method, by using SmartPLS 3.0 software. The results of this research showed that perceived quality and attitude toward brand have a positive and significant prediction on purchase intention. However, source credibility does not have a positive prediction on purchase intention. The results of the study indicate that the firm needs to determine the right marketing strategies to increase purchase intention, in order to compete with other local brands.