PENGARUH BRAND HATE TERHADAP MINAT BELI PRODUK UNILEVER INDONESIA TBK DENGAN CITRA PERUSAHAAN SEBAGAI MEDIASI
THE EFFECT OF BRAND HATE ON PURCHASE INTEREST OF UNILEVER INDONESIA TBK PRODUCTS WITH CORPORATE IMAGE AS A MEDIATION
Keywords:
Brand Hate, Unilever, Purchase Intention, Corporate ImageAbstract
This study aims to analyze the effect of brand hate on purchase intention of Unilever Indonesia Tbk products, with corporate image as a mediating variable. The population in this research consists of individuals aged 18 and over who are aware of Unilever as a global brand and recognize its association with a specific country. A total of 110 respondents were used as the sample. This study employs a quantitative associative approach using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). The results show that brand hate has a significant negative effect on purchase intention, and also has a significant negative effect on corporate image. Meanwhile, corporate image has a significant positive effect on purchase intention and significantly mediates the effect of brand hate on purchase intention
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