The effect of hedonic value, brand personality appeal, and attitude towards behavioral intention

Changing consumer purchasing decision behavior is not easy. Consumers are now classified as intelligent consumers who are supported by the development of information and technology. Especially the decision to purchase products that are not widely known in the community, particularly environmentally friendly products or natural products (green products). One of the environmentally friendly products that attract public attention lately is Loloh cemcem brand from Penglipuran Village Bangli. The objectives of this study are a) to explain the effect of hedonic value, brand personality appeal, and attitude towards behavioral intention, and to explain the role of brand personality appeal as a mediator of the relationship between the hedonic value towards attitude and behavioral intention. The study is conducted in all districts in Bali from September 2018 to June 2019. The analysis technique used is path analysis. The research findings show that all variables have positive and significant effects on behavioral intention. However, brand personality appeal only acts as a mediating variable in part of the relationship between hedonic value towards attitude and the relationship between hedonic value towards behavioral intention. It means that there are other variables that play as mediator which are not examined in this study. The results of the analysis are expected to be used as a consideration by the producers of Loloh cemcem of Penglipuran Village Bangli so that they will be able to deal with further competition and the study results can be used as an alternative strategy to implement a green business. In addition, the study results can be used by the government as an input in making policies that encourage the rapid growth of the Balinese local wisdom industry.