The Effect of Brand Attrativeness and Self Congruence on Purchase Intention: Customer Brand Identification as Mediating Variable (Study on Three Second Purwokerto)

Irdina Anggie Saputri, Lusi Suwandari, Monica Rosiana


This study aims to analyze and find out more deeply whether Brand Attractiveness and Self- Congruence affect the Purchase Intention of the Three Second Purwokerto Brand. The number of samples in this study were 125 respondents. The research method used is a quantitative descriptive method using an online survey via google form. The analytical tool used is SEM Amos and uses a non-probability sampling technique. Based on the results of the study, it can be concluded that Brand Attractiveness has no effect on Purchase Intention, Self Congruence has no effect on Purchase Intention, Customer Brand Identification has no effect on Purchase Intention, Brand Attractiveness does not affect Customer Brand Identification, Self Congruence has no effect on Customer Brand Identification, and Customer Brand Identification mediates the effect of Brand Attractiveness and Self-Congruence on Purchase Intention.

Keywords: Brand Attractiveness , Self Congruence, Purchase Intention, Customer Brand Identification.

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