The Influence of Brand Experience and Brand Personality on Consumers Perceived Value and Repurchase Intention Skincare Branded Products: The Moderating Role of Brand Image and Perceived Price

This research aims to determine the influence of Brand Experience and Brand Personality on Perceived Value and Consumer Repurchase Intentions for skincare branded products: The Moderating Role of Brand Image and Perceived Price. The data collection technique uses purposive sampling. The amount of data collected was 250 respondents. The measurement scale uses a Likert scale (1-5). The analytical tool used in this research uses Structural Equation Modeling (SEM-PLS). This research aims to explore the influence of Brand Experience and Brand Personality on Perceived Value and Consumer Repurchase Intentions: The Moderating Role of Brand Image and Perceived Price on the Skincare product. The first finding from this research shows that brand experience has a significant positive effect on the brand personality of the skincare product. The second finding from this research shows that brand experience has a significant positive effect on brand personality, perceived value of the Skincare product. The third finding from this research shows that brand personality has a significant positive effect on the brand personality skincare branded product. The fourth finding from this research shows that perceived value has a significant positive effect on repurchase intentions skincare branded product. The fifth finding from this research shows that brand image does not play a moderating role in the influence of perceived value on repurchase intentions skincare branded product. The sixth finding from this research shows that price perception does not play a moderating role in the influence of perceived value on repurchase intentions Skincare branded product.