Buttonscarve : Brand Credibility and Self-Image Congruence Towards Purchase Behavior, With Brand Knowledge as A Moderating Factor

Abstract

The aim of this research is to examine the impact of brand credibility and self-image congruence on purchase behavior, with brand knowledge serving as a potential moderator. The research problem centers on understanding how brand credibility and self-image congruence jointly influence purchase behavior, considering the varied perspectives in the background literature. The research adopts an explanatory approach, seeking to provide comprehensive explanations. Data collection involves the use of a questionnaire with a mix of open-ended and closed-ended questions. Responses are measured using the Likert scale, ranging from 1 to 5. The study focuses on the entire population of Buttonscarves consumers in the city of Semarang, with a sample of 100 respondents selected through accidental sampling, randomly encountering members of the population at the research site. The analysis employs the Partial Least Square (PLS) approach within the framework of structural equation modeling to address the research hypotheses. The results suggest that purchase behavior is influenced by both self-image congruence and brand credibility, with brand knowledge not acting as a moderating factor in this relationship. Higher levels of self-image congruence contribute to increased purchase behavior, emphasizing the significance of aligning the product with consumers' self-concepts. The study underscores the role of comfort during the shopping experience in motivating extended and repeat shopping. Marketers are advised to cater to customer needs by offering products and services that resonate with consumers' self-images.