Pengaruh Perceived Value dan Brand Personality Terhadap Purchase Intention Konsumen pada Produk Mykonos Parfum di Depok
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Abstract
Indonesia's local perfume industry has experienced significant growth, with market revenue reaching USD 440.86 million in 2024 and projected to increase to USD 491.36 million by 2028. Mykonos Parfum ranked as the best-selling perfume brand on Shopee Indonesia in the first quarter of 2026, capturing a 5.27% market share. However, some consumers remain hesitant to purchase the product due to concerns regarding its perceived value and brand personality. This study aims to examine the influence of perceived value and brand personality on consumers' purchase intention toward Mykonos Parfum in Depok City. A quantitative research approach was employed by distributing questionnaires to 100 respondents selected through purposive sampling. The collected data were analyzed using multiple linear regression with IBM SPSS Statistics version 29. The results reveal that perceived value has a positive and significant partial effect on purchase intention (t = 1.988; p = 0.050), while brand personality also has a positive and significant partial effect (t = 7.663; p < 0.001) and emerges as the more dominant predictor. Simultaneously, perceived value and brand personality have a positive and significant effect on purchase intention (F = 165.601; p < 0.001). The coefficient of determination (R²) of 77.3% indicates that the model has strong explanatory power in predicting consumers' purchase intention toward Mykonos Parfum.
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References
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