The Effect of Emotional Consumer Insight on Purchase Intention with Brand Trust and Emotional Attachment as Mediator Variables

Abstract

This study aims to determine the influence of emotional consumer insight on purchase intention with brand trust and emotional attachment as mediator variables in women skincare users. This study uses a quantitative approach with an explanatory correlational design. The research sample consisted of 200 female skincare users aged 18–30 years using purposive sampling techniques. Data collection was carried out using the Likert scale and analyzed using a mediation test with the help of JASP software. The results of the reliability test showed that all variables had good reliability, namely emotional consumer insight (α = .889), purchase intention (α = .861), brand trust (α = .839), and emotional attachment (α = .880). The results of the mediation analysis showed that emotional consumer insight had a positive and significant effect on purchase intention (β = .364; p < .001). In addition, brand trust was able to mediate the influence of emotional consumer insight on purchase intention significantly (β = .427; p < .001). However, emotional attachment was unable to mediate the relationship (β = .011; p = .143). These findings show that women who use skincare are more likely to consider trust in brands than emotional attachment in forming the intention to buy skincare products.